TLDR: Italy’s antitrust authority has launched an investigation into Meta Platforms for allegedly abusing its dominant market position by pre-installing its Meta AI tool on WhatsApp without user consent. The probe, announced on July 30, 2025, focuses on whether this integration violates EU competition rules by potentially steering users towards Meta’s AI services and harming competitors.
Milan, Italy – The Italian Competition Authority (AGCM) announced on Wednesday, July 30, 2025, that it has initiated a formal investigation into Meta Platforms Inc., Meta Platforms Ireland Limited, WhatsApp Ireland Limited, and Facebook Italy S.r.l. The probe centers on allegations that Meta abused its dominant position in the consumer communications app market by integrating its artificial intelligence assistant, Meta AI, directly into the WhatsApp messaging service without obtaining prior user consent.
Since March 2025, Meta has reportedly pre-installed its Meta AI service on WhatsApp, making the AI tool prominently available within the application, including its integration into the search bar. The AGCM highlighted that this feature was made accessible to users without any explicit request on their part. While users are not mandated to utilize Meta AI, the option remains persistently present within the app, with no apparent opt-out setting available.
The Italian regulator expressed significant concerns that this integration could unfairly direct WhatsApp’s vast user base towards Meta’s AI services. This practice, the authority suggests, may not be based on merit-based competition but rather by ‘forcing’ users to accept the availability of two distinct services, thereby potentially harming competing AI services in the market. Furthermore, the AGCM warned of a potential risk that users could become ‘locked in’ or functionally dependent on Meta AI, as the service’s responses are expected to become increasingly useful and relevant over time through the continuous use of provided information.
In a statement, the authority asserted, ‘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 investigation is being conducted in close cooperation with the European Commission’s competition department. As part of the inquiry, officials from the AGCM, assisted by the Special Antitrust Unit of the Italian Financial Police, carried out an inspection at the premises of Meta’s Italian subsidiary, Facebook Italy S.r.l.
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In response to the investigation, a Meta spokesperson stated, ‘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.’ Meta has affirmed its full cooperation with the Italian Competition Authority. If found in violation of EU competition rules, Meta could face substantial fines, potentially reaching up to 10% of its global annual turnover.
