The inclusion of AI tools in WhatsApp by Meta has drawn the attention of Italian regulatory bodies. The Italian Competition Authority (AGCM) suggested that Meta’s integration of Meta AI into WhatsApp might be leveraging its market position unfairly, potentially infringing on EU laws. The AGCM highlighted that this new feature was added without user request and was positioned prominently in the app. The authority claimed that such integration could breach Article 102 of the EU Treaty.

The concern is that users are being pushed towards Meta’s AI, narrowing the field for competitors without competing on merit. AGCM noted that integrating WhatsApp with Meta’s AI undermines local AI firms by strengthening Meta’s grip on the market. Meta, however, contends that offering these options enriches user experience within a trusted platform.

Meta defended its stance by clarifying that the AI feature is optional and not always active, countering the imposition claims. Users aren’t forced to engage with the AI unless they opt to. Meta also assured that linked accounts across Facebook, Instagram, and WhatsApp won’t share data with Meta AI. The company remains cooperative with the ongoing investigation.

Should the investigations culminate in a breach verdict, Meta could face fines up to 10% of its global revenue. The Italian regulator’s inquiry has already reached Meta’s offices, seeking further clarity. The investigation timeframe remains undisclosed.