Italy’s antitrust regulator has launched an investigation into Meta Platforms over concerns related to the integration of its artificial intelligence assistant into WhatsApp.
The probe centers on whether Meta breached European Union competition rules by adding the AI tool without user consent.
The Italian Competition Authority (AGCM) stated that Meta AI was embedded into WhatsApp’s search bar in March 2025.
This integration may influence user behavior by automatically directing them toward Meta’s own AI services, limiting opportunities for other providers to compete on equal terms.
Authorities believe this setup could potentially distort competition, allowing Meta to strengthen its position not through product quality but through platform control.
By offering AI services within an already widely used messaging app, Meta might restrict user choice and reduce visibility for rival technologies.
The investigation is being carried out in collaboration with the European Commission.
According to EU competition law, companies found abusing a dominant market position may face fines of up to 10% of their global turnover.
Meta has said it is cooperating fully with the Italian authority and maintains that the AI features benefit users by offering them new tools within familiar apps.
As part of the inquiry, officials from AGCM, alongside Italy’s tax police antitrust unit, conducted inspections at the offices of Meta’s Italian branch.
The outcome could affect how tech firms deploy AI tools across digital platforms in Europe going forward.