Brazil Challenges Meta’s Ban on Third-Party AI Chatbots in WhatsApp
In a significant move, Brazil’s competition authority, the Conselho Administrativo de Defesa Econômica (CADE), has directed Meta to halt its policy that prohibits third-party AI companies from utilizing WhatsApp’s Business API to offer chatbots. This directive is accompanied by an investigation into whether Meta’s policy constitutes anti-competitive behavior.
Background of the Policy Change
In October 2025, Meta revised its WhatsApp Business API terms, effectively barring AI providers from deploying general-purpose chatbots on the platform. This policy, set to be enforced from January 15, 2026, impacts AI entities such as OpenAI, Perplexity, and Microsoft, preventing them from offering their chatbot services via WhatsApp. However, the policy does not restrict businesses from integrating their own AI-driven chatbots to interact with customers on the app.
CADE’s Investigation and Concerns
CADE’s investigation aims to determine if Meta’s updated terms are exclusionary, potentially favoring Meta’s own chatbot, Meta AI, over competitors. The agency expressed concerns about possible anti-competitive conduct arising from the new WhatsApp Business Solution Terms imposed by Meta, which regulate the access and offerings of AI tool providers to WhatsApp users.
Global Regulatory Scrutiny
This development in Brazil follows similar actions in other regions. The European Union initiated an antitrust investigation into Meta’s policy change, expressing apprehension that it might prevent third-party AI providers from offering their services through WhatsApp within the European Economic Area. Italy’s competition authority also ordered Meta to suspend its policy, citing potential abuse of a dominant market position that could limit production, market access, or technical developments in the AI chatbot services market, to the detriment of consumers.
Meta’s Response and Justification
Meta has defended its policy by stating that the WhatsApp Business API was designed to assist businesses in providing customer support and sending relevant updates, not as a platform for distributing general-purpose chatbots. The company has also raised concerns about the strain that AI chatbots place on its systems, which were not originally designed to support such functionalities. Meta has suggested that users interested in different chatbots can access them outside of WhatsApp.
Implications for AI Providers
The enforcement of Meta’s policy would significantly impact AI providers that have been leveraging WhatsApp’s extensive user base to offer their chatbot services. Companies like OpenAI and Perplexity have indicated that their chatbots would no longer be available on WhatsApp once the policy takes effect. This restriction could limit the reach and accessibility of AI chatbots, affecting both providers and users who have come to rely on these services within the WhatsApp ecosystem.
Potential Outcomes and Industry Impact
The outcome of CADE’s investigation, along with similar probes by other regulatory bodies, could have far-reaching implications for the integration of AI technologies within popular messaging platforms. If Meta is found to be in violation of antitrust laws, it could face substantial fines and be required to revise its policies to allow greater competition. Such decisions could set precedents for how tech giants regulate third-party integrations and manage competition within their platforms.
Conclusion
As regulatory bodies worldwide scrutinize Meta’s policy changes, the tech industry is closely watching the balance between platform control and open competition. The decisions made in Brazil, the European Union, and Italy could influence how AI technologies are integrated into widely used communication platforms, shaping the future landscape of digital interactions and AI accessibility.
