Target starts fee of €0.0572 per AI response in chatbots on Italian WhatsApp in February By Maria
4 min read
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Meta announced on January 28, 2026 that developers of artificial intelligence chatbots will start paying for executing responses on WhatsApp specifically on Itália. The measure establishes the value of €0.0572 per untemplated message sent by AI tools, effective from February 16, 2026. The company justified the change as a way to manage the use of the Business API platform, originally designed for business communications. Usuários Italians continue to access these services while the charge does not come into effect. In the rest of the world, the ban on general AI chatbots has been active since January 15th. The change directly affects providers such as OpenAI, Microsoft and Perplexity. The Italian antitrust authority influenced the maintenance of access to the service in the country.
The new rate only applies to AI-generated responses without pre-defined templates. Empresas already pay for the API in categories such as marketing and authentication.
Key points of the change include:
- Fixed value of €0.0572 per AI message on Itália;
- Collection begins on February 16, 2026;
- Maintaining access to third-party bots in the country only;
- Exception created by local regulatory determination.
Details of the pricing applied
Meta set a price of €0.0572 per untemplated response sent by AI chatbots on Italian WhatsApp. Esse value is equivalent to approximately US$0.0691 or £0.0498 in other currencies referenced by the company. The charge applies exclusively to messages dynamically generated by artificial intelligence tools.
Developers face high costs in high-volume interaction scenarios. Usuários who have prolonged conversations with bots can generate thousands of messages daily. The Business API platform already has rates for standard business communications.
Regulatory context in Itália
The Italian antitrust authority suspended in December 2025 the initial ban announced by Meta in October of the previous year. Essa suspension allowed third-party chatbots to continue in the country only. The decision prevented a complete blockade while investigations continue.
The competition body analyzes possible abuse of a dominant position through the preferential integration of Meta AI. The base of around 37 million users on WhatsApp in Itália represents a relevant market. The current charging measure appears as an adjustment to regulatory determination.
Immediate impact for developers
Proper providers adjust operations for the Italian market with the new rate. Empresas like OpenAI and Microsoft had already discontinued bots on WhatsApp in other countries since January. Charging may reduce the volume of free interactions available.
Developers need to evaluate additional operational costs at Itália. Conversas extensive AI-powered invoices generate meaningful invoices over time. Algumas tools migrate users to alternative platforms outside of WhatsApp.
Global functioning of the platform
In the rest of the world, the ban on general AI chatbots remains active since January 15, 2026. Usuários access third-party services only through dedicated apps or official websites. The Meta AI remains natively integrated into the messenger.
The Business API platform supports business communications with specific billing categories. Mensagens marketing and utility services follow existing tariffs independently of AI. The Italian exception highlights regional regulatory differences.
Initial market reactions
Affected companies review strategies for the Italian territory after the announcement. The surprise came from the absence of prior mention of the charge when the suspension was granted. Provedores seek a balance between service maintenance and cost control.
Italian users preserve temporary access to varied AI options. The fee only applies to responses sent by bots. Interações initiated by humans follow standard API rules.
History of API changes
Meta changed terms of the WhatsApp Business API in October 2025 to restrict use by general chatbots. The change aimed to reduce overload on the platform’s systems. Inicialmente the block applied globally from January 2026.
Exceptions have emerged in markets with specific regulatory interventions. Itália was suspended and now has a paid model. Outros countries maintain full restrictions on third-party bots.
The company reinforces that the API prioritizes structured business communications. Uso intensive by general AI compromises service stability. Meta AI integration occurs natively and free of charge for users.
Perspectives for the AI ecosystem
Chatbot developers evaluate technical adaptations to minimize costs at Itália. Opções include limiting responses or redirecting to other channels. The measure reinforces Meta’s control over the distribution of AI tools.
Alternative platforms are gaining ground in markets where WhatsApp restricts access. Usuários gradually migrate to dedicated provider applications. The Italian model serves as a test for possible future expansions.
Regional differences in rules
Countries with similar antitrust investigations are watching the Italian case closely. Brasil maintains access to bots while Cade analyzes Meta’s practices. Decisões locations influence global policy application.
The WhatsApp Business API operates with variations by region in fees and permissions. Categorias of messages set costs independently of AI content in most markets. The Italian exception creates specific precedent for dynamic responses.
Current use of tools in messenger
The Meta AI remains available globally without additional restrictions. Usuários interact directly through the application’s native interface. Third-party Ferramentas rely on integrations via the Business API.
Companies use the platform for automated service with approved templates. Respostas free AI faces limitations or costs in specific territories. The evolution of the rules reflects a balance between innovation and technical sustainability.
WhatsApp has more than two billion active users worldwide. The platform represents the main communication channel in several countries. Mudanças in the API impacts integrated digital services ecosystem.
