WhatsApp will now charge AI chatbots to operate in Italy

Meta has unveiled a new pricing strategy for developers utilizing AI chatbots on WhatsApp, specifically targeting users in Italy. This decision follows regulatory pressure that has compelled the company to allow such services after previously banning third-party chatbots starting January 15. Beginning February 16, developers will incur a fee of $0.0691/€0.0572/£0.0498 per message for AI-generated responses. This could lead to significant expenses for developers, especially those whose chatbots handle thousands of queries daily. Earlier this month, Meta had notified developers about an exemption for Italian phone numbers, permitting AI chatbots to operate for those users, without initially indicating any associated costs. Currently, WhatsApp charges businesses for using its API for standard template responses, which are often utilized for marketing, utility, or authentication purposes. A Meta spokesperson explained, "Where we are legally required to provide AI chatbots through the WhatsApp business API, we are introducing pricing for the companies that choose to use our platform to provide those services." This development may set a precedent for other regions as Meta navigates compliance with regulatory demands. The company had initially announced in October that it would prohibit all third-party AI chatbots from accessing WhatsApp through its Business API, citing that their systems were not equipped to support AI chatbot responses effectively. In light of ongoing antitrust investigations in various regions, including the EU and Brazil, Meta's policies have faced scrutiny. While Brazil's regulatory body had requested a suspension of the chatbot ban, a recent court ruling favored Meta, allowing the company to maintain its stance. Consequently, developers have been instructed to redirect users to their own sites or applications through pre-defined messages in compliance with the new policy. Prominent providers like OpenAI, Perplexity, and Microsoft have already indicated that their WhatsApp bots would cease to function post-January 15, redirecting users to explore alternatives.