Meta will allow rival AI chatbots on WhatsApp in Europe, but for a fee
Source: TechCrunch
Background
Meta faced a potential investigation by the European Commission after it announced a policy that barred third‑party AI chatbot providers from using the WhatsApp Business API. The Commission indicated it would impose interim measures to stop the policy’s implementation.
Meta’s Announcement
Meta said it will allow general‑purpose AI chatbots to use the WhatsApp Business API in Europe for the next 12 months. The company stated:
“For the next 12 months, we’ll support general‑purpose AI chatbots using the WhatsApp Business API in Europe in response to the European Commission’s regulatory process. We believe that this removes the need for any immediate intervention as it gives the European Commission the time it needs to conclude its investigation.”
Pricing
Meta will charge AI providers a fee for each “non‑template message,” ranging from €0.0490 to €0.1323 depending on the country. Because AI‑driven conversations often involve dozens of messages, the cost could be significant for third‑party service providers. Details are available in Meta’s pricing documentation.
Regulatory Response
A European Commission spokesperson said the Commission is analysing how the change may affect both the interim measures investigation and its broader antitrust investigation.
The policy change took effect on January 15, prompting several AI assistant providers to complain that it disrupted their business and was anti‑competitive.
Scope of the Policy
The policy does not apply to businesses that use AI to serve customers on WhatsApp. For example, a retailer using an AI‑powered customer‑service bot that sends templated messages can still use the API. The restriction targets general‑purpose AI chatbots such as ChatGPT, Claude, or Poke, which are prohibited from being offered via the API.
Previous Moves
In January, Meta made a similar change for Italy, allowing developers to tap its API to offer chatbots there. See the related report: WhatsApp will now charge AI chatbots to operate in Italy.
Global Reactions
Regulators worldwide raised antitrust concerns after Meta announced the policy change in October 2025. Investigations were launched by:
- The EU – EU investigating Meta over policy change
- Italy – Italy tells Meta to suspend its policy
- Brazil – Brazil orders Meta to suspend policy banning third‑party AI chatbots
The concerns stem from the fact that Meta also offers its own AI chatbot, Meta AI, on WhatsApp.
Meta’s Justification
WhatsApp has previously argued that AI chatbots strain its systems in ways the Business API was not designed to support. The company noted that “the AI space is highly competitive, and people have access to the services of their choice in any number of ways, including app stores, search engines, email services, partnership integrations, and operating systems.”