Italy’s competitors authority, AGCM, has commenced an investigation into Meta Platforms regarding potential abuses of market dominance associated to its AI device’s integration into WhatsApp.
The probe seeks to find out whether or not Meta’s actions contravene European Union (EU) competitors rules. AGCM suspects that the addition of Meta AI assistant into the messaging service WhatsApp with out consumer consent can doubtlessly hurt rivals.
“The Italian Competitors Authority, performing in shut cooperation with the competent departments of the European Fee, has determined to launch an investigation into Meta Platforms, Meta Platforms Eire, WhatsApp Eire and Fb Italy – known as Meta – over a suspected abuse of dominant place in violation of article 102 of the Treaty on the Functioning of the European Union (TFEU),” AGCM said in a press release.
Meta AI capabilities as a chatbot or AI assistant, leveraging AI to handle quite a lot of common queries and providing interactions akin to digital assistants.
The authority stated that Meta determined to pre-install its AI service on WhatsApp app in March 2025, with out consumer initiation. The AI device is prominently featured on the display and built-in into the search bar.
The regulator contends that this integration may unfairly direct customers towards Meta’s AI providers, doubtlessly proscribing competitors and confining customers to the platform.
“By combining Meta AI with WhatsApp, Meta seems able to channelling its buyer base into the rising market, not via merit-based competitors, however by ‘imposing’ the supply of the 2 distinct providers upon customers, doubtlessly harming rivals,” the authority added.
AGCM has already carried out inspections on the premises of Meta’s Italian subsidiary, assisted by the Particular Antitrust Unit of the Italian Monetary Police.
In the meantime, Meta has stated that it’s cooperating with the investigation. It added that its AI service is advantageous for customers.
A Meta spokesperson instructed Reuters in an emailed assertion: “Providing free entry to our AI options in WhatsApp offers tens of millions of Italians the selection to make use of AI in a spot they already know, belief and perceive.”
Below EU competitors guidelines, corporations discovered responsible of abusing a dominant place might face fines as much as 10% of their international income.
Earlier in July 2025, France’s competitors authority started an investigation into Meta Platforms’ alleged dominance within the internet marketing market.
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