EU orders Meta to open WhatsApp to rival AI chatbots

European regulators have directed Meta to reopen WhatsApp to competing AI assistants while an antitrust investigation continues, signalling heightened scrutiny of how major technology platforms integrate and promote their own artificial intelligence services.

The European Commission has directed Meta to restore access for third-party artificial intelligence assistants on WhatsApp, issuing an interim order as it continues an antitrust investigation into the social media giant’s practices in the rapidly evolving AI market.

The move follows concerns raised by European regulators over Meta’s decision to restrict rival AI assistants from operating on WhatsApp, a platform used by billions of people worldwide. Regulators believe the policy could limit competition and potentially give Meta’s own AI offerings an unfair advantage.

The order requires Meta to re-establish access for competing general-purpose AI assistants on WhatsApp free of charge within five working days. While the broader investigation remains ongoing, the interim decision reflects the European Union’s growing focus on ensuring fair competition in digital markets.

Competition concerns at the centre of probe

The dispute traces back to Meta’s decision in late 2025 to block third-party AI assistants from the messaging platform. The policy prompted scrutiny from the European Commission, which launched a formal investigation to determine whether the move violated competition rules.

European regulators are examining whether Meta’s position in the messaging app market allows it to favour its own AI products at the expense of competitors. According to the Commission’s concerns, restricting access to rival AI services could reduce consumer choice and create barriers for companies seeking to offer innovative AI-powered tools through WhatsApp.

The case mirrors a series of high-profile European antitrust actions involving major technology firms. Regulators have repeatedly investigated whether dominant digital platforms use their market power to prioritise their own services, potentially disadvantaging competitors and limiting innovation.

Industry observers note that AI assistants are becoming increasingly integrated into messaging, search, and productivity platforms, making access to large user bases a critical factor in the development and adoption of AI technologies.

Meta pushes back against decision

Meta has criticised the Commission’s interim order and signalled its intention to challenge the decision. In a statement, the company argued that the ruling effectively allows some of the world’s largest AI developers to use WhatsApp’s business infrastructure without charge.

The company described the move as regulatory overreach and maintained that it unfairly shifts costs onto businesses that pay for access to WhatsApp’s commercial services. Meta has confirmed that it plans to appeal the order while cooperating with the ongoing investigation.

The outcome of the case could have wider implications for the relationship between dominant digital platforms and emerging AI providers. As artificial intelligence becomes a key battleground for technology companies, regulators across the globe are increasingly examining whether platform operators can limit access to competing AI services.

For now, the European Commission’s intervention signals that competition authorities intend to closely monitor how AI ecosystems are developing and whether market leaders are using their scale to shape the future of the technology in their favour.