EU Launches Antitrust Probe Into Meta Over WhatsApp AI Policy
EU regulators have begun a major antitrust inquiry into Meta over concerns that its new AI features in WhatsApp could be restricting competition. The move marks one of the toughest actions yet against Big Tech’s growing control over AI-powered communication tools.
A New Chapter in Europe’s Issue with Big Tech
Since early 2025, Meta has rolled out its own AI assistant inside WhatsApp across Europe. Initially, the feature may seem like a modest enhancement focused on improving user convenience.But regulators believe the changes may be doing more than improving chats. Meta’s updated policy reportedly prevents outside AI providers from accessing certain WhatsApp tools. Critics say this gives Meta’s assistant an unfair advantage by limiting how competitors can reach users inside one of the world’s largest messaging platforms.
The European Commission is now analyzing whether this violates competition laws. Given WhatsApp’s enormous reach across the continent, the case could have a deep impact on how AI is allowed to operate within major digital platforms.
What Exactly the EU Wants to Find Out
The central concern is straightforward:
Is Meta blocking other AI companies from offering services through WhatsApp?
Regulators believe Meta may be using its dominant position to push its own AI forward while shutting out rivals. Competition chief Teresa Ribera has stressed that the EU must intervene when powerful platforms take steps that might “crowd out innovative competitors.”
If the Commission believes market harm could occur quickly, it may even impose temporary restrictions on Meta while the investigation continues.
Meta has pushed back strongly. The company says the claims are inaccurate and argues that WhatsApp was never designed to host an overwhelming number of outside AI chatbots. According to Meta, users still have plenty of ways to access AI tools elsewhere — including apps, search engines, and operating systems.
Small AI Startups Are Sounding the Alarm
Two companies have emerged as key voices urging regulators to take action.
The Interaction Company, creators of the AI chatbot Poke.com, told officials that Meta’s new policies could sharply limit alternative AI assistants across Europe. They warn that millions of consumers could lose access to diverse AI tools if Meta alone controls which assistants work inside WhatsApp.
Luzia, a fast-growing AI startup with tens of millions of users, has also expressed concern. For them, WhatsApp has been one of the most important sources for reaching new users. Losing that access could significantly weaken their visibility and growth.
Both companies argue the same point: If Meta can close the door on AI competition within a platform as large as WhatsApp, the broader AI ecosystem will suffer.
A Wider Regulatory Crackdown Is Underway
This investigation is only one piece of Europe’s larger push to regulate Big Tech more aggressively.
The EU has launched major digital programs in recent years, such as the Digital Markets Act, to prevent market abuse. Yet regulators say traditional antitrust tools are still needed when powerful firms use their market position to steer the direction of AI.
WhatsApp’s scale makes the situation particularly urgent. More than any other messaging platform in Europe, WhatsApp has become central to personal, business, and customer-service communication. A restrictive AI policy inside WhatsApp could instantly reshape the AI landscape across the continent.
If Meta is found guilty of violating competition rules, it could face fines as high as 10% of its global revenue — one of the harshest penalties available under EU law.
What This Could Mean for Everyday Users
For millions of WhatsApp users, the investigation could determine how much choice they will have when interacting with AI tools in the future.
If the policy stays unchanged, WhatsApp risks becoming a tightly controlled space dominated only by Meta’s AI. These kind of policy restrictions could block fresh experimentation programs, push out rivals, and could hold future developments.
More choice means more creativity. Without it, users may lose out on unique AI tools designed for productivity, entertainment, education, and customer support.
Why This Matters for AI Startups
For smaller AI companies, the stakes are even higher.
Startups rely heavily on access to platforms where people already spend their time. WhatsApp — with hundreds of millions of European users — is one of the most valuable gateways for AI discovery.
If Meta restricts access, many smaller companies may never get a fair chance to compete. This could choke innovation at its earliest stages, making it harder for the next generation of AI ideas to reach the public.
A Decision That Could Shape the Future of AI
The investigation is expected to accelerate quickly. Regulators are also monitoring a separate inquiry in Italy, which is examining similar concerns about Meta’s integration of AI inside WhatsApp.
The outcome could establish new global standards for how messaging platforms can deploy AI. If the EU pushes back, companies may have no choice but to keep their platforms open, preserving room for fresh ideas and rival AI tools. But if Meta prevails, large tech players could end up directing the future of AI distribution with even greater authority.
Conclusion: A Turning Point for Digital Competition
What’s unfolding in Europe is bigger than a discussion about WhatsApp updates. It’s a moment that could decide who holds the reins of AI’s future — dominant platform owners or a wider, more diverse community of creators.
Regulators believe the future must be built on fairness and open access. Meta insists it is simply trying to manage its platform responsibly.
No matter how the case ends, the verdict will influence how people interact with AI, how tech companies compete, and how new ideas emerge. The ripple effects will reach far past Meta, touching every corner of the digital world.