WhatsApp Opens Doors to Rival AI Chatbots in Brazil Amid Regulatory Pressure
In a significant policy shift, Meta has announced that it will permit third-party AI companies to offer their chatbots on WhatsApp to Brazilian users, subject to a fee. This decision comes on the heels of a similar move in Europe and follows a ruling by Brazil’s antitrust regulator, CADE, which rejected Meta’s appeal to block an earlier order suspending its policy change that sought to bar third-party AI chatbots on WhatsApp.
Regulatory Intervention and Meta’s Response
Earlier this week, CADE determined that the necessary requirements for maintaining the preventive measure were present. According to the case rapporteur, Councilor Carlos Jacques, there is evidence of legal plausibility, considering the relevance of WhatsApp in the Brazilian instant messaging services market. The regulator added that banning third-party AI chatbots on WhatsApp would not be proportionate and could result in competitive harm.
In response, Meta stated that it would allow third-party AI chatbot providers to utilize its WhatsApp Business API to offer their services on the app for a fee, wherever legally required. Starting March 11, the company will charge $0.0625 per non-template message in Brazil.
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, a Meta spokesperson said.
Background on Meta’s Policy Changes
In October 2025, Meta announced a policy change that barred general-purpose chatbots from its WhatsApp platform. This move led to several antitrust investigations, particularly because Meta offers its own AI chatbot, Meta AI, within WhatsApp. The company has maintained that its WhatsApp Business API was not designed to cater to AI chatbots and that they put a strain on the company’s system.
Developer Concerns and Industry Reactions
While Meta is now allowing third-party chatbots in some regions due to regulatory requirements, developers have expressed hesitation to resume services. They cite the pricing set by Meta as high, potentially leading to increased costs.
Zapia, one of the companies that filed the complaint with CADE in Brazil, welcomed the decision. Competition and preventing powerful companies from limiting how innovation reaches users. At Zapia, we believe people should be free to choose the AI tools they use, and innovation only thrives when the platforms people rely on every day remain open. We will continue challenging these restrictions across the rest of Latin America, and we now look forward to seeing how Meta adapts its policies in Brazil to comply with the decision, the company stated.
Global Implications and Future Outlook
This development in Brazil mirrors similar actions in Europe, where Meta has also allowed rival AI chatbots on WhatsApp for a fee, following regulatory scrutiny. The European Commission had launched an antitrust investigation into Meta’s move to ban other AI companies from using WhatsApp’s business tools to offer their own AI chatbots to users on the app.
As Meta navigates these regulatory landscapes, the tech industry will be closely watching how the company balances its platform policies with the demands of competition authorities and the interests of third-party developers.
