The advancement of artificial intelligence on digital platforms brings up big debates about privacy, competition, and regulation. The recent case involving Meta and its integration of AI tools into WhatsApp sparks concerns about the use of market power by big tech companies. Analyzing the investigation conducted by the Italian antitrust authority, it is possible to observe how the use of emerging technologies can exceed legal and ethical boundaries in already highly concentrated markets.
Italy launches antitrust probe into Meta’s AI on WhatsApp
Italy’s antitrust authority said on Wednesday it had launched an investigation into Meta Platforms META.O over allegations the company abused its dominant position by installing its artificial intelligence tool on messaging service WhatsApp. The watchdog said Meta may have violated European Union competition rules by integrating its Meta AI assistant into WhatsApp without user consent, a move that might harm its competitors.
The company said it was cooperating with the Rome-based authority and that its AI service benefited customers. “Offering free access to our AI features in WhatsApp gives millions of Italians the choice to use AI in a place they already know, trust, and understand,” a spokesperson said in an emailed statement. The authority, known as AGCM, said it acted “in close cooperation with the relevant offices of the European Commission”.
Risk of forced targeting and market concentration
Meta AI, which provides chatbot-style responses and virtual assistant functions, has been part of WhatsApp’s interface since March 2025 and was included in the app’s search bar, the authority said. The regulator said inclusion could unfairly steer users toward Meta’s AI services, potentially harming competitors and locking users into the platform.
“By pairing Meta AI with WhatsApp, Meta appears to be able to steer its user base into the new market not through merit-based competition, but by ‘forcing’ users to accept the availability of two distinct services, potentially harming competing services”, the authority said.
Potential violations of EU competition laws on evaluation
The core of the investigation revolves around how Meta introduced its AI assistant into WhatsApp without providing users with a clear choice. The regulator argues that by making the functionality an integral part of the app, the company avoided competition on merit, exploiting its established user base. This practice could constitute an abuse of a dominant position, violating European Union competition rules aimed at protecting both consumers and innovation in the digital market.
Companies that breach EU competition rules by abusing a dominant position can be fined up to 10% of their worldwide turnover. The authority said its officials carried out investigations at the offices of Meta’s Italian subsidiary with the assistance of Italy’s tax police special antitrust unit.
The investigation is not limited to the impact on users but also focuses on the practice’s effect on the market. By potentially restricting the entry or expansion of competing services, Meta may be creating artificial barriers to innovation. Furthermore, the use of specialized police forces signals the seriousness of the case and reinforces the Italian regulator’s commitment to rigorous enforcement of antitrust rules in complex technological environments.
Impacts on competition and digital market integrity
While the legal outcomes remain to be seen, the investigation in Italy marks a significant step in the broader debate on how digital platforms and AI technologies should be regulated. It highlights the urgent need to align technological progress with ethical and competitive safeguards, ensuring that tools like artificial intelligence are not exploited to strengthen market dominance. Although the discussion is far from over — both in Italy and globally — this case underscores the growing necessity for transparent and forward-looking public policies within the European digital landscape.
GCN.com/Reuters