Italy’s competition authority, Autorità Garante della Concorrenza e del Mercato (AGCM), has officially opened an investigation into Meta Platforms. The case focuses on whether Meta abused its dominant position by embedding its AI assistant, Meta AI, directly into WhatsApp without obtaining user consent
What Triggered the Investigation?
Beginning in March 2025, Meta AI became a built-in part of WhatsApp’s interface in Italy, accessible through the app’s search bar and main screen. Users did not have the option to disable the feature. The AGCM alleges that this constituted an unfair bundling of two distinct services—messaging and AI assistant—forcing users into Meta’s ecosystem and undermining fair competition
Core Antitrust Concerns
- Lack of Explicit Consent: The AI assistant was pre-installed without user opt-in, raising consent and transparency issues
- Tying Strategy: Meta is accused of steering WhatsApp’s massive user base into its AI service without merit-based competition, disadvantaging rival AI platforms
- Dominance Abuse: With WhatsApp used by over 90% of Italians, the regulator believes Meta leveraged its dominant messaging position to gain unfair advantage in the AI market
Investigation & Possible Penalties
On July 29, 2025, AGCM officials and Italy’s Guardia di Finanza conducted inspections at Meta’s Italian subsidiary offices to gather evidence. If the authority finds Meta guilty under EU competition law (Article 102 TFEU), the tech giant could face fines up to 10% of its global annual revenue
Meta’s Response
Meta stated it is cooperating fully with the Italian investigation. A company spokesperson emphasized that free access to AI features within a trusted app enhances user experience rather than restricts it. Meta insists the integration empowers users with more utility, not coercion
Broader Implications for AI and Big Tech
This investigation comes amid increasing EU scrutiny of how major tech firms bundle AI tools into established platforms. It aligns with other enforcement actions under the Digital Markets Act (DMA) and EU competition regulation. A ruling may require Meta to decouple its AI from WhatsApp or implement opt-in mechanisms, reshaping AI product rollouts across Europe
✅ Summary Table
| Issue | Details |
|---|---|
| Investigation Target | Meta Platforms over Meta AI embedding in WhatsApp |
| Alleged Violation | Abuse of dominant position, tying services without user consent |
| Possible Penalty | Up to 10% of global annual turnover per EU competition law |
| User Impact | Mandatory AI assistant in WhatsApp interface, no opt-out |
| Meta’s Position | Claims AI integration offers user value within familiar app environment |
| Wider Significance | Potential precedent for AI-tool unbundling and stricter regulation of bundled tech services |