The European Commission launched a comprehensive antitrust investigation into Meta Platforms on December 1, 2025, focusing on the company’s integration of Meta AI into WhatsApp and whether the policy changes unfairly disadvantage competing AI assistant services. The probe marks the latest regulatory challenge for Meta in Europe and could result in fines up to 10% of the company’s global annual revenue – potentially exceeding $13 billion.
The investigation was announced in Brussels by European Competition Commissioner Margrethe Vestager, who has led several high-profile antitrust cases against major tech companies including Google, Apple, and Amazon during her tenure.
The Core Allegations
According to the Commission’s preliminary findings, Meta may be violating the EU’s Digital Markets Act (DMA) and traditional competition law in several ways:
1. Exclusive AI Integration
Meta AI is deeply integrated into WhatsApp’s interface with prominent placement in the app’s search bar and dedicated buttons. Competing AI services like ChatGPT, Claude, or Gemini require users to leave WhatsApp, copy messages, open separate apps, and paste text – a significantly more cumbersome process.
2. Self-Preferencing
The Commission alleges Meta gives its own AI service preferential treatment by:
- Pre-installing Meta AI with no option to choose alternatives
- Providing Meta AI with direct access to WhatsApp messages for context
- Allowing Meta AI to send messages and create images within WhatsApp
- Denying third-party AI services API access to similar functionality
- Promoting Meta AI through in-app notifications and splash screens
3. Data Access Discrimination
WhatsApp’s 2+ billion users represent an enormous potential market for AI services. By preventing competitors from accessing WhatsApp’s platform while leveraging it for Meta AI, the Commission argues Meta is using its dominant position in messaging to advantage its AI business.
Meta’s Response
Meta issued a detailed statement defending its practices:
“Meta AI integration in WhatsApp provides users with helpful features while maintaining the privacy and security WhatsApp is known for. We offer Meta AI as an optional feature that users can choose to use or ignore. Third-party AI services remain available to WhatsApp users through standard sharing features, just as they are for any messaging app.”
The company further argues that:
- Users can easily share messages with any AI service through copy-paste
- Deep API integration would compromise WhatsApp’s end-to-end encryption
- Meta AI improves the WhatsApp experience and is developed at significant cost
- Similar integrated AI features exist in competing platforms without regulatory challenges
- The DMA doesn’t require platforms to integrate competitor products
Nick Clegg, Meta’s President of Global Affairs, elaborated in a blog post: “Should messaging apps be required to integrate every AI service? That would create a bloated, confusing experience for users and raise serious security concerns.”
The Digital Markets Act Context
This investigation is among the first major enforcement actions under the EU’s Digital Markets Act, which became fully enforceable in March 2024. The DMA designates the largest tech platforms as “gatekeepers” and subjects them to additional requirements including:
- Allowing users to uninstall pre-installed apps
- Enabling interoperability with competing services
- Providing business users access to data they generate
- Not favoring own services in rankings
- Allowing users to choose default services
Meta was officially designated as a gatekeeper for WhatsApp, Instagram, Facebook, and Messenger in September 2023. The Commission is investigating whether Meta AI integration violates the self-preferencing and interoperability provisions of the DMA.
Industry Reactions
Reactions from the tech industry have been mixed and largely divided by competitive interests.
Competitors Support Investigation
OpenAI, creator of ChatGPT, issued a carefully worded statement: “We believe users should have the freedom to choose which AI assistant they use, regardless of which messaging app they prefer. We hope this investigation leads to greater openness in the AI ecosystem.”
Google, despite facing its own regulatory challenges, expressed support through a spokesperson: “Digital platforms should enable competition, not restrict it. Users benefit when they have choices.”
Some Caution Against Over-Regulation
Smaller tech companies have expressed concerns that aggressive regulation could backfire. Telegram founder Pavel Durov tweeted: “Forcing platforms to integrate competitor services could create security nightmares and terrible user experiences. Be careful what you wish for.”
Benedict Evans, tech analyst and commentator, wrote: “At what point does ‘must allow competition’ become ‘must actively promote competitors’? That line is genuinely hard to draw.”
Precedents and Similar Cases
The Meta case echoes several previous antitrust battles:
Microsoft Browser Case (1998-2001)
The U.S. Department of Justice successfully argued that Microsoft illegally tied Internet Explorer to Windows, disadvantaging Netscape Navigator. The case resulted in a consent decree requiring Microsoft to share APIs with third parties.
Google Android Cases (2018)
The European Commission fined Google €4.34 billion for requiring Android device manufacturers to pre-install Google Search and Chrome as a condition for licensing the Play Store. Google was required to offer users a choice screen for search engines and browsers.
Apple App Store Ongoing
Apple faces multiple investigations regarding App Store rules that advantage Apple Music, Apple Pay, and other first-party services over competitors.
Technical and Security Considerations
The investigation raises complex technical questions about how third-party AI integration could work while maintaining WhatsApp’s security and privacy commitments.
WhatsApp uses end-to-end encryption, meaning only the sender and recipient can read messages – not even WhatsApp itself. Meta AI currently accesses messages client-side (on the user’s device) rather than on Meta’s servers.
Potential solutions could include:
- AI Selector API: Allow users to choose default AI assistants, with chosen service accessing messages client-side
- Encrypted AI Gateway: Third-party AIs access messages through encrypted channels
- Local Processing: AI models run on-device rather than in the cloud
- User Permission System: Granular controls for which AI can access which conversations
However, each approach raises concerns. Moxie Marlinspike, creator of the Signal protocol that WhatsApp uses, noted: “The more services you give access to encrypted messages, the more potential points of failure. From a pure security perspective, fewer integrations is better.”
Financial Implications
If the Commission finds violations, potential penalties could include:
- Fines: Up to 10% of annual global revenue (€13+ billion based on 2024 revenue)
- Periodic penalty payments: Up to 5% of average daily worldwide turnover for non-compliance
- Structural remedies: Required changes to how WhatsApp operates
- Behavioral remedies: Requirements to offer competitor AI services
Meta’s stock dropped 2.3% on news of the investigation, though analysts attribute this more to regulatory uncertainty than specific financial impact.
User Perspective
Consumer advocacy groups largely welcome the investigation. BEUC (The European Consumer Organisation) stated: “Users should control their digital experience. Forcing Meta’s AI on WhatsApp’s 2 billion users without allowing alternatives is exactly the kind of gatekeeper behavior the DMA was designed to prevent.”
However, user surveys show mixed feelings. A YouGov poll conducted December 2-3 found:
- 43% of WhatsApp users want the ability to choose alternative AI assistants
- 31% are satisfied with Meta AI and don’t want changes
- 26% don’t use AI features at all and prefer no AI in WhatsApp
Global Implications
While this is an EU investigation, the outcome could have worldwide effects:
United States: The FTC is watching closely. While U.S. antitrust law differs from EU law, successful EU cases often influence American regulators.
United Kingdom: The UK’s Competition and Markets Authority has indicated it may launch a parallel investigation under UK competition law post-Brexit.
India: India’s Competition Commission is also reviewing Meta’s AI practices, with WhatsApp’s largest user base (500+ million users) located in India.
Brazil: Brazil’s administrative council for economic defense (CADE) has requested information from Meta about AI integration plans.
Timeline and Next Steps
European Commission antitrust investigations typically follow a multi-year process:
- December 2025 – March 2026: Information gathering, questionnaires to Meta and competitors
- April – August 2026: Analysis and preliminary findings
- September 2026: Potential Statement of Objections issued to Meta
- Q4 2026: Meta response and possible remedies proposals
- 2027: Final decision expected
Meta has the right to request access to the Commission’s file, submit written comments, request a hearing, and ultimately appeal any decision to the European Court of Justice – a process that can add years to final resolution.
Broader AI Competition Questions
The Meta investigation is part of a broader regulatory focus on AI competition. Regulators worldwide are examining:
- Microsoft’s investments in and relationship with OpenAI
- Google’s integration of Gemini across its products
- Apple’s Apple Intelligence and potential partnerships
- Amazon’s Anthropic investment and AWS AI service bundling
Dr. Cristina Caffarra, competition economist at Charles River Associates, notes: “The AI era is reshaping competition policy. The old questions about browser defaults and app stores are now being asked about AI assistants. These cases will define competitive rules for the next decade.”
Conclusion
The Meta WhatsApp investigation represents a critical test of how competition law applies to AI integration in platforms with billions of users. The outcome will influence how tech giants can integrate AI into their products and could determine whether AI services compete on quality and features or remain locked into their parent companies’ ecosystems.
For now, both Meta and competitors wait as the Commission’s investigation proceeds. As Commissioner Vestager stated: “The digital economy must work for everyone – users, businesses large and small, and innovators developing the next generation of AI services. That’s what we’re ensuring with this investigation.”
