The European Commission is evaluating whether to impose interim measures on Meta Platforms over its planned rollout of artificial-intelligence (AI) features in WhatsApp. The scrutiny stems from a new Meta policy set to begin in January 2026. EU antitrust chief Teresa Ribera confirmed the consideration on Thursday, saying regulators received complaints from small businesses.
Those companies fear the policy could harm competition within the AI market. Ribera did not specify when a decision might arrive. The Commission remains cautious while it reviews evidence and waits to gauge potential impact on competition and market fairness.
What Meta’s New Policy Entails
Under the new terms, only Meta’s own AI service, Meta AI, would gain high-level access to WhatsApp messaging. Competing AI providers may face limitations or even a total block from integrating into the platform. That restriction could prevent them from offering services to WhatsApp’s large user base.
Proponents of fair competition argue that such a policy could grant Meta an unfair advantage. By maintaining privileged access, Meta may effectively shut out rivals. The Commission sees this as a potential violation of EU competition rules.
Under EU law, regulators can impose “interim measures”, temporary restrictions while investigations proceed. The goal is to prevent irreversible damage to competition if there is an imminent risk of harm. That mechanism may now be on the table for Meta’s WhatsApp AI policy.
Concerns Raised by Small Businesses and Competitors
Among those raising alarm are small firms and independent AI providers. They warn that Meta’s policy could stifle innovation and limit market entry. By reserving WhatsApp access for Meta AI alone, the company could centralize control over a key AI-enabled communication channel.
These concerns hinge on the fact that WhatsApp remains one of the largest messaging platforms in Europe. Losing access or facing obstacles could derail competing AI projects that rely on a broad user reach. Regulators saw enough risk to open a formal investigation into the policy’s compliance with competition rules. That probe began in early December 2025.
Regulatory Context: Broader EU Crackdown on Big Tech
This latest move fits within a broader push by EU officials to rein in major technology companies. In previous years, Meta faced enforcement under the bloc’s new digital-market rules. The Commission already levied fines on Meta for past anticompetitive practices, including concerns over user data, advertising models, and unfair advantage through platform dominance.
Now, with emerging AI features and growing dominance of AI-powered services, regulators appear determined to stay vigilant. They aim to ensure the AI revolution does not concentrate control among a few incumbents.
What Interim Measures Might Look Like
If imposed, interim measures against Meta could take several forms. Regulators might temporarily suspend the contested policy changes. They could bar Meta from enforcing exclusive access to AI features until the probe finishes. They might also impose transparency or fairness requirements, forcing Meta to open WhatsApp’s AI access to third-party providers.
Such measures would aim to keep the competitive landscape open while investigations continue. Regulators prefer this approach over waiting until formal conclusions that could take months by then, damage to rivals could already be irreversible.
What Meta and Its Supporters Say
So far, Meta has not publicly conceded that its policy breaches competition law. The company argues that integrating Meta AI into WhatsApp enhances user experience and doesn’t eliminate choice because users may still rely on standard messaging without AI features. Supporters of Meta argue that centralizing AI integration ensures quality control and protects user privacy.
They claim opening the platform to many AI providers could dilute service quality and introduce security risks. Still, the Commission’s threshold remains potential harm to competition, not just immediate harm. If regulators believe market conditions may tilt unfairly because of platform control, they can step in even before any proven breach occurs.
Why This Case Matters
The outcome of this investigation could set a crucial precedent for how AI and messaging platforms operate in Europe. If regulators allow Meta to maintain exclusive AI integration in WhatsApp, other large tech firms might follow. That could concentrate AI-powered communications under a few companies.
Conversely, if interim measures succeed or regulators impose strict compliance requirements, it may open the door for diverse AI developers to compete fairly. This would encourage innovation while keeping gatekeepers in check.
For small firms and startups, especially those building AI chatbots, the decision could shape their ability to reach users. For European users, it could influence how much choice they have when using AI features in messaging apps.
