Meta faced scrutiny from European Union regulators last week as officials examined whether the company should allow rival AI chatbots broader access to WhatsApp.
The case centres on competition and control.
Regulators are assessing whether Meta limited chatbot access in ways that favoured its own Meta AI assistant over competitors. The issue reflects a wider regulatory concern: who controls access to the platforms where users spend time.
The situation resembles challenges seen across other industries. A retailer that owns shelf space can prioritise its own products over competitors. Digital platforms hold similar influence when they control distribution.
WhatsApp’s scale makes the issue significant.
Businesses increasingly use the platform for:
- Customer service
- Sales support
- Booking systems
- Automated messaging
- AI-powered assistance
If Meta controls which AI systems operate effectively inside WhatsApp, regulators may argue that rivals face structural disadvantages before competition even begins.
Comparable disputes shaped earlier technology markets. Mobile app stores faced pressure over payment systems and platform access rules. Browser companies fought over default search placement. Regulators now appear to be applying similar scrutiny to AI ecosystems.
The implications extend beyond Meta.
If the EU forces broader access, AI developers could gain new distribution channels across one of the world’s largest messaging platforms. That may accelerate competition and reduce dependence on a single provider.
If regulators fail to intervene, platform owners may strengthen control over how users access AI services.
What happens if a handful of companies control both the infrastructure and the AI tools running on top of it? Competition in the next phase of technology could narrow long before smaller players gain traction.
Author: Pishon Yip