WhatsApp is reversing course on its new policy restricting third-party chatbots for users in Brazil, just days after the country’s competition regulator intervened. Meta, the parent company of WhatsApp, will allow AI providers to continue offering their services to Brazilian users (+55 country code) without requiring them to notify customers of impending disruptions or cease operations. This decision follows a similar exemption granted to users in Italy and comes amid an ongoing antitrust investigation in the European Union.
The policy change, effective immediately, specifically impacts general-purpose AI chatbots like ChatGPT and xAI’s Grok operating through WhatsApp’s Business API. It does not affect businesses utilizing bots for direct customer service within the platform. The initial policy, set to be fully enforced by January 15, 2026, aimed to limit the strain these chatbots were placing on WhatsApp’s infrastructure.
Meta Backtracks on Chatbot Restrictions in Brazil
Brazil’s Administrative Council for Economic Defense (CADE) initiated the investigation after concerns were raised that Meta’s terms could be anti-competitive and unfairly promote its own AI assistant, Meta AI. CADE argued the restrictions might stifle innovation and limit user choice. According to the agency, the new rules needed further scrutiny to ensure a level playing field.
Meta has consistently maintained that the surge in AI chatbot traffic was overloading systems designed for traditional business messaging. The company has positioned app stores, websites, and direct industry partnerships as the appropriate channels for AI providers, rather than relying on the WhatsApp Business Platform. However, this argument has faced pushback from both regulators and AI developers.
Regulatory Challenges and Previous Exemptions
The situation in Brazil mirrors a similar challenge Meta faced in Italy late last year. Following objections from the Italian competition authority, Meta also granted an exemption to Italian users, allowing continued access to third-party chatbots. These regulatory interventions highlight growing scrutiny of how tech companies manage access to their platforms for emerging technologies like artificial intelligence.
Additionally, the European Union has launched a formal antitrust investigation into the WhatsApp policy. The EU’s concerns center on whether Meta is abusing its market dominance to favor its own AI services. This investigation could lead to significant fines or require Meta to alter its approach to third-party AI integration.
Impact on AI Providers and WhatsApp’s Business Model
The initial policy created uncertainty for AI providers who had built integrations with WhatsApp. Many were forced to consider halting services or implementing cumbersome workarounds to comply with the new rules. The exemption for Brazil offers temporary relief, but the long-term implications remain unclear. The core issue revolves around WhatsApp’s business model and its capacity to handle the demands of AI-powered conversations.
WhatsApp’s Business API is a key revenue stream for the company, providing a platform for businesses to connect with customers. The influx of AI chatbots, designed for broader, more open-ended interactions, reportedly strained the API’s infrastructure and raised concerns about potential misuse, such as spam or the spread of misinformation. The company has also expressed concerns about data privacy and security related to third-party AI integrations.
The debate also touches on the broader question of platform responsibility in the age of AI. Should platforms like WhatsApp be considered app stores and subject to the same regulations? Or should they maintain control over the types of applications and services that operate on their networks? These are complex questions that regulators worldwide are grappling with.
While Meta has offered exemptions in Brazil and Italy, the underlying policy remains in effect for most other users. The company is still requiring developers to adhere to the January 15, 2026 deadline for compliance, including the implementation of specific auto-reply messages if they choose to discontinue service. The future of AI integration on WhatsApp hinges on the outcomes of the ongoing investigations and Meta’s ability to address the infrastructure and regulatory challenges.
Looking ahead, the EU’s antitrust investigation is expected to be a key determinant of WhatsApp’s long-term strategy regarding chatbots. A decision is anticipated within the next year, and could significantly reshape the landscape for AI-powered communication on the platform. The company will likely continue to monitor regulatory developments in other countries and adjust its policies accordingly. The situation remains fluid, and further exemptions or modifications to the policy are possible.
