EU warns Meta over WhatsApp policy that blocks rival AI chatbots

The European Union has warned Meta that restricting rival AI assistants on WhatsApp could harm competition in the fast-growing AI market. Regulators may impose interim measures, including forcing platform access, as scrutiny over Big Tech’s AI dominance intensifies.

Meta is facing fresh regulatory pressure in Europe after the European Union raised concerns that WhatsApp’s policies are effectively blocking rival artificial intelligence chatbots from operating on the messaging platform. The move has triggered fears of reduced competition in the rapidly expanding AI assistant market.

The European Commission, the EU’s executive arm, has issued a formal warning to Meta, saying the company’s conduct risks causing “serious and irreparable harm” to competition. According to the Commission, Meta’s restrictions could prevent competitors from entering or expanding within the AI assistant space, an area seen as strategically critical for the future of digital services.

At the center of the controversy is WhatsApp’s updated business API policy introduced in October last year. The revised terms prohibit general-purpose AI chatbot providers from distributing their AI assistants through the WhatsApp Business Solution. The policy effectively limits access for AI companies such as OpenAI and Perplexity, while Meta’s own AI assistant remains available within the app.

Regulators are considering interim measures that could include a temporary order compelling Meta to allow rival AI assistants access to WhatsApp. However, Meta retains the right to respond to the Commission’s objections and defend its position before any such measures are enforced.

The EU’s action comes at a time of broader tensions over the regulation of US technology giants, particularly in emerging sectors such as artificial intelligence. Authorities are increasingly concerned that dominant platforms may use their scale and ecosystem control to shape AI markets in their favor.

WhatsApp, which has a massive global user base and over 500 million users in India alone, has become an important distribution channel for digital services. By restricting AI assistant providers, critics argue, Meta may be steering users toward its own AI offerings while limiting consumer choice and innovation from independent developers.

Meta has clarified that the new policy does not affect businesses using AI chatbots for customer service or operational tasks, such as travel agencies or e-commerce firms. The restrictions specifically target cases where AI assistants are the primary product being delivered through the platform. The updated terms state that AI providers are “strictly prohibited” from using WhatsApp’s business solutions to distribute general-purpose AI technologies when those tools form the core functionality.

The revised policy officially came into effect on January 15, 2026.

Competition concerns around AI are not limited to Europe. India’s Competition Commission (CCI) has also highlighted how major technology firms could gain an unfair advantage in AI by controlling large datasets, computing infrastructure, and proprietary models. Such control, the CCI noted in a recent study, could entrench market power and raise barriers to entry for smaller players.

As regulators worldwide sharpen their focus on AI, Meta’s handling of WhatsApp’s ecosystem is likely to remain under close scrutiny, potentially setting an important precedent for how platform power and AI innovation are balanced.