WhatsApp, owned by Meta, will start charging developers for AI chatbot messages sent in Italy. This comes after Italy's competition authority ordered the company to allow rival AI bots on its platform. The new fees take effect on February 16 for non-standard responses. Meta says the move responds to legal requirements in the country.
Background
WhatsApp first moved to block third-party AI chatbots from its Business API in October last year. The company said its systems could not handle the load from these general-purpose bots. These are tools like those from OpenAI or Perplexity that users chat with for all kinds of questions, not just business tasks.
The policy kicked in on January 15 this year. Developers had to stop responding to user queries and redirect people to websites or apps instead. Major AI firms, including OpenAI, Perplexity, and Microsoft, told users their WhatsApp bots would no longer work after that date.
Italy's competition watchdog stepped in last December. It asked Meta to pause the ban for Italian phone numbers while it investigates. The authority worried that blocking rivals could harm competition and limit choices for users. It saw the terms as possible abuse of market power.
Meta agreed to an exemption for Italy right away. Earlier this month, it sent notices to developers allowing AI chatbots to serve Italian customers. No fees were mentioned then. But now, with the policy in place elsewhere, Meta has set prices for Italy to cover what it calls required access.
This is not the first pushback. Brazil's regulator also ordered a pause, but a court there overturned it last week. Meta now tells developers not to offer bots to Brazilian users. The European Union opened its own probe this month into the rules.
WhatsApp already charges businesses for certain messages through its API. These are template messages for things like order updates, payment reminders, or shipping info. Customer service bots for companies are not affected by the AI chatbot ban.
Key Details
The charges apply only where regulators force WhatsApp to allow AI chatbots. For Italy, Meta sets the price at $0.0691, €0.0572, or £0.0498 per message. This is for responses that are not pre-approved templates. Standard business templates keep their usual rates.
Developers face these costs for every AI reply to users. If a bot handles thousands of messages a day, bills could add up fast. Meta says this pricing matches what it charges for other non-template business messages.
Timeline of Changes
- October 2025: Meta announces ban on third-party AI chatbots.
- December 2025: Italy orders suspension for investigation.
- January 15, 2026: Global ban starts, but Italy exempted.
- January 28, 2026: Meta reveals per-message fees for Italy.
- February 16, 2026: Fees begin.
A Meta spokesperson explained the decision:
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.
Meta argues its platform is not built for general AI chats. It points out that AI firms can reach users through app stores, websites, or partnerships. WhatsApp sees itself as a messaging service, not an AI hub.
The Italian order requires Meta to drop contract terms that block rival bots. This stays in place during the probe. Businesses can still use AI for customer support, like answering queries about orders.
What This Means
Developers now weigh the costs of staying on WhatsApp in Italy. High-volume bots might shift users elsewhere to avoid fees. Smaller ones could find the price too much.
For users, AI chatbots from rivals stay available in Italy for now. They get the same access as before the ban, but developers pay for it. This keeps options open while regulators look deeper.
Meta's step could set a model for other places. If the EU or Brazil demands access, similar charges might follow. It balances regulator rules with costs to the company.
Competition watches closely. The Italian probe checks if Meta's rules hurt the AI chatbot market. It looks at effects on production, access, and tech growth. Consumers might see fewer limits on bot choices if probes succeed.
WhatsApp has over two billion users worldwide. Italy represents a test case. Success there for Meta could mean fees spread. Failure might force free access elsewhere.
Businesses using WhatsApp for sales or support see no change. Their bots run as before. The fight centers on general chat tools, not company services.
Meta keeps pushing its own AI, Meta AI, on WhatsApp. It works without these issues. Rivals must pay to compete in Italy.
Regulators signal they want open platforms. WhatsApp's huge reach makes it key for AI spread. Fees might slow that but ensure the service stays stable.
Developers adapt. Some already redirect users. Others test the Italian market with fees in mind. The next months show if bots thrive or move on.
