Meta Charges Developers for AI Chatbots on WhatsApp in Italy Amid Regulatory Pressure

In a bold move that underscores the growing tension between Big Tech and regulators, Meta has announced it will begin charging developers for running AI chatbots on WhatsApp in regions where it is legally compelled to allow them. The decision comes in the wake of Meta’s controversial ban on third-party chatbots, which took effect on January 15, and marks a significant shift in how the company monetizes its platform.

The first region to feel the impact of this new pricing model is Italy, where the country’s competition watchdog ordered Meta to suspend its policy banning rival AI chatbots from WhatsApp last December. Starting February 16, Meta will charge developers €0.0572 (approximately $0.0691) per non-template message sent through its WhatsApp Business API. This pricing structure could lead to substantial costs for developers, especially if users engage in thousands of interactions with AI chatbots daily.

Meta’s decision to charge developers comes after the company initially granted an exemption for Italian phone numbers, allowing AI chatbots to continue operating in the country. At the time, the company did not mention any plans to introduce fees. However, with the new pricing model, Meta is signaling that it will monetize every aspect of its platform, even in regions where it is forced to comply with regulatory demands.

WhatsApp has long charged businesses for using its API to send template messages, such as payment reminders, shipping updates, and marketing communications. These messages are pre-approved and follow a standardized format. The new pricing for AI chatbots, however, applies to non-template responses, which are more dynamic and conversational in nature. This distinction is crucial, as it highlights Meta’s strategy to differentiate between transactional and interactive use cases on its platform.

A Meta spokesperson explained the rationale behind the move, stating, “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.” This approach not only ensures that Meta recoups the costs associated with hosting AI chatbots but also sets a precedent for other regions where regulators may force the company to allow similar services.

The controversy surrounding Meta’s chatbot ban began in October 2025, when the company announced it would block all third-party AI chatbots from using WhatsApp through its Business API. Meta cited concerns about the strain these bots were placing on its systems, which were not designed to handle the volume of AI-generated responses. The company argued that WhatsApp was not intended to serve as a distribution channel for AI companies, which typically rely on app stores, websites, and industry partnerships to reach users.

However, Meta’s policy change sparked a wave of regulatory scrutiny. The European Union, Italy, and Brazil launched antitrust investigations into the company’s actions, with some regulators accusing Meta of anticompetitive behavior. In Brazil, the country’s competition watchdog initially ordered Meta to suspend the policy, but a court later sided with the company, overturning the preliminary ruling. As a result, Meta has asked developers to stop providing their AI chatbots to users in Brazil.

In the EU, the investigation is ongoing, and it remains to be seen whether Meta will face similar demands to allow AI chatbots in other member states. If so, the company’s new pricing model could become a standard practice across the region, further solidifying its control over the WhatsApp ecosystem.

For developers and AI companies, Meta’s decision presents both challenges and opportunities. On one hand, the new fees could make it prohibitively expensive to operate AI chatbots on WhatsApp, especially for smaller companies with limited resources. On the other hand, the platform’s massive user base—over 2 billion monthly active users—makes it an attractive channel for reaching customers. As a result, some developers may choose to absorb the costs, while others may seek alternative platforms or negotiate with Meta for more favorable terms.

The impact of Meta’s policy change is already being felt by users. Since the ban took effect, developers have been forced to send pre-defined messages to their AI chatbot users, redirecting them to their websites or apps. Major players in the AI space, including OpenAI, Perplexity, and Microsoft, announced last year that their WhatsApp bots would no longer function after January 15, urging users to access their services through other channels.

Meta’s move to charge for AI chatbots on WhatsApp is a clear indication of the company’s commitment to monetizing every aspect of its platform. By introducing fees in response to regulatory pressure, Meta is not only addressing the technical challenges posed by AI chatbots but also asserting its authority over the WhatsApp ecosystem. As the debate over the company’s policies continues, one thing is certain: the future of AI chatbots on WhatsApp will be shaped by a complex interplay of technology, regulation, and business strategy.

Tags: Meta, WhatsApp, AI chatbots, developers, pricing, Italy, regulation, antitrust, EU, Brazil, OpenAI, Perplexity, Microsoft, WhatsApp Business API, non-template messages, competition watchdog, tech news, viral

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