Italy probes Meta over AI integration in WhatsApp without user consent

Italy's competition authority has initiated a formal inquiry into Meta Platforms, alleging that the tech giant may have exploited its market power by incorporating an AI tool into WhatsApp without obtaining user consent. The Autorità Garante della Concorrenza e del Mercato (AGCM) revealed on Wednesday that the investigation centers on possible violations of European Union competition regulations. The agency suggests that Meta's AI assistant, integrated into WhatsApp's search feature in March 2025, may have created an unfair advantage over competing services by guiding users toward its own offerings. AGCM officials expressed concerns that this integration effectively introduced a new service within an established one, potentially forcing users to engage with Meta's AI by default. "By merging Meta AI with WhatsApp, it appears the company is steering users towards this AI service not based on competitive advantages, but by blending two distinct functionalities in a manner that could disadvantage rival providers," the authority stated. Meta, which owns WhatsApp, has acknowledged its cooperation with the ongoing investigation. A spokesperson emphasized, "Providing free access to our AI features within WhatsApp allows millions of Italians to utilize AI in a familiar and trusted environment." The AGCM is collaborating with relevant offices at the European Commission as part of this inquiry. In a proactive measure, officials, supported by Italy's Guardia di Finanza's specialized antitrust unit, conducted inspections at Meta's Italian subsidiary. If found guilty of abusing its dominant market position, Meta could face fines amounting to 10% of its global annual revenue, under EU regulations. This investigation is part of an increasing trend of scrutiny towards major tech companies in Europe, particularly regarding the deployment of AI tools and their effects on competition within digital marketplaces.