Meta is confronting a major antitrust investigation in Italy that could result in a staggering fine exceeding $16 billion. The probe centres on allegations that the tech giant violated European Union competition rules by integrating its Meta AI assistant into WhatsApp without obtaining proper user consent.
Expanding Investigation and Interim Measures
Italy's competition authority announced it is widening an existing investigation initially launched in July. The regulator is examining whether Meta abused its dominant market position by pushing its AI chatbot onto WhatsApp users while potentially blocking rival artificial intelligence services from the messaging platform.
On Wednesday 26 November 2025, the watchdog revealed it had started procedures to impose interim measures against the US technology company. These could include suspending the new terms and limiting further integration of Meta AI into WhatsApp while the investigation continues. The authority expressed concern that Meta's actions might distort competition in the rapidly growing AI chatbot services market.
WhatsApp's Business Platform Under Scrutiny
The investigation has been expanded to cover updated terms for WhatsApp's business platform, which companies use to manage customer communications. The Italian regulator highlighted that Meta changed WhatsApp Business Solution terms on 15 October to prohibit businesses offering AI services from using the platform if those services constitute their main feature.
These new service terms apply immediately to new businesses and will affect existing companies from 15 January 2026. The authority warned this move could effectively shut competitors out of WhatsApp's substantial user base, which exceeds 37 million users in Italy alone.
Competition Concerns and Company Response
Regulators pointed to consumer reluctance to change digital habits as a significant factor making it harder for users to switch to rival services. This consumer behaviour pattern, combined with Meta's alleged practices, could seriously distort competition in the emerging AI chatbot market according to the antitrust authority.
WhatsApp has firmly rejected these allegations, describing them as "unfounded claims". A company spokesperson stated that the WhatsApp API business interface was never designed to support AI chatbots and that doing so would place severe strain on their systems. The spokesperson clarified: "The recent update does not affect the tens of thousands of businesses who provide customer support and send relevant updates, or the businesses using the AI assistant of their choice to chat with their customers."
Potential Financial Consequences and Timeline
If found guilty of breaching EU competition rules, Meta could face a fine of up to 10% of its global revenue. With Meta's worldwide turnover reported at $164.5 billion (£125bn) in 2024, the potential penalty could exceed $16 billion. The investigation is scheduled to conclude by the end of 2026, marking a significant period of regulatory scrutiny for the technology giant.
This case highlights increasing regulatory attention on Big Tech's expansion into generative artificial intelligence, particularly as platforms with massive user bases like WhatsApp become crucial gateways for new services. The outcome could set important precedents for how dominant technology companies integrate AI features into their existing ecosystems while maintaining fair competition.
