In recent weeks, the integration of Meta AI on WhatsApp has sparked an intense debate in Europe, especially in Italy, over the how artificial intelligence has been incorporated into the popular messaging appVarious organizations, both national and European, have focused on this development after detecting that the service was activated for millions of users, apparently without their prior consent.
The Italian Competition and Market Authority (AGCM) decided to act by opening a sanctioning procedure against Meta. The main reason is the alleged abuse of a dominant position after integrating, since March 2025, the Meta AI virtual assistant directly into the WhatsApp interface, in a prominent place such as the search bar and without users having the opportunity to previously accept or reject this featureThis has raised concerns about the potential impact on competition and users' ability to choose.
As explained by the AGCM, Meta holds a very advantageous position in the messaging app sector. and the fact that it automatically integrates its AI into WhatsApp could mean an indirect imposition of the service. The regulator argues that, as the AI draws on past interactions between the user and the application, Meta AI has the ability to offer increasingly personalized functions, which could increase the technological dependence of consumers and reinforce the network effect of the Meta itself. This can affect competition by limiting the options available to users., as other rival platforms could be at a clear disadvantage, lacking the same ease of access or ability to collect data to improve their services.
In the AGCM research, which also has the collaboration of the European CommissionInspections have been carried out at Meta's offices in Italy, accompanied by competition experts and agents from the Guardia di Finanza. This procedure is covered by Article 102 of the Treaty on the Functioning of the European Union, which seeks to prevent any practice that could distort competition in the single market.
From Meta's environment, the company insists that the new AI function is optional and free for all WhatsApp users and emphasizes its intention to fully cooperate with the Italian and European authorities. The goal, according to Meta, is to facilitate access to advanced artificial intelligence capabilities in a familiar and safe environment. "Offering free access to AI features on WhatsApp gives millions of Italians the option to experience this technology where they are already comfortable," says a Meta spokesperson. However, the AGCM notes in its report that the feature was implemented automatically, without the user's express request, which in its opinion could be considered an imposition.
The Italian body underlines the risk of users becoming functionally trapped in the Meta environment, since personalizing services based on accumulated data tends to make it difficult to switch to other alternatives or competitors. This could lead, in the medium term, to fewer options and a loss of competitiveness for rival services, especially in the emerging market for AI-powered virtual assistants and chatbots.
The Italian authorities' investigation remains ongoing and could have significant consequences for the future of AI integration in messaging apps. If Meta is found to have violated the regulations, it could face fines of up to 10% of its global turnover, as stipulated by European competition law.
This case brings to the fore the debate about how new smart assistants should be implemented on mainstream platforms like WhatsApp and what safeguards are necessary to ensure user choice and competition in the sector.
