Meta announced that it will start charging developers for responses generated by third-party artificial intelligence chatbots on WhatsApp. The measure comes into force from February 16th on Itália, with a fee of €0.0572 per non-template-based AI message. The decision follows a determination by the Italian antitrust authority, which forced the platform to maintain access to external bots.
Companies using the WhatsApp Business API to offer AI assistants will now face additional costs. Meta justifies charging for the infrastructure investments necessary to support the high volume of interactions generated by these systems. Meta AI, the company’s own chatbot based on the LLaMA model, remains exempt from any fees.
The change directly affects companies that have integrated rival chatbots into the platform. Várias developers have already announced the discontinuation of their services on WhatsApp before the deadline.
- OpenAI has stopped access to ChatGPT via WhatsApp.
- Perplexity has disabled its in-app assistant.
- Microsoft has removed Copilot from integration.
- Other companies advise users to migrate to alternative channels.
Implemented tariff details
The charge applies exclusively to AI responses generated outside of pre-approved templates. Cada message costs €0.0572, equivalent to approximately US$0.0691 or £0.0498, depending on the conversion. Meta reported that the measure aims to recover high operating costs.
The amounts represent a significant increase over previous rates for conventional messages. Desenvolvedores need to adjust business models to absorb or pass on these costs to end customers. The platform maintains normal rates for standard WhatsApp Business interactions.
The fee only applies to automatic AI responses. Mensagens human-initiated or template-based remain at existing prices. Essa distinction seeks to balance the impact on companies that depend on the API for service.
Regulatory context in Itália
The Italian authority AGCM ordered in December 2025 the suspension of Meta’s initial ban on third-party chatbots. The decision considered that the blockade constituted abuse of a dominant position. Meta appeals the measure, but implements the charge while obliged to maintain access.
The company argues that WhatsApp was not designed to support the intense volume of queries to external AI models. Esse traffic creates additional pressure on servers and increases maintenance costs. The fee transfers part of these expenses to those responsible for the bots.
Similar investigations take place at Comissão Europeia. Autoridades analyze whether Meta practices restrict competition in the messaging ecosystem. Resultados can influence policies in other countries in the bloc.
Impact for companies and developers
Companies that offer AI assistants on WhatsApp are evaluating alternatives to reduce costs. Algumas plan to limit responses or migrate users to their own apps. Outras absorb the fee initially to maintain a presence on the platform.
Small companies face greater difficulty in affording the new values. The cost per message adds up quickly for frequent customer interactions. Desenvolvedores seek to optimize prompts to minimize unnecessary exchanges.
Big players like OpenAI and Microsoft have already discontinued integrations. Usuários lose direct access to these assistants within WhatsApp. Migration occurs to dedicated websites or apps.
Italian and European startups adjust market strategies. Algumas temporarily suspend services while assessing financial viability. Outras negotiate with Meta under special conditions.
Situation in Brasil and global perspectives
In Brasil, CADE investigated similar practices by Meta in early 2026. The company chose to release third-party chatbots without immediate blocking. Não there has been a billing announcement in the country so far.
Brazilian authorities follow European developments. Decisões to Itália can serve as a reference for future local regulations. Empresas nationals monitor the scenario for advance planning.
Meta maintains the Meta AI free of charge in all markets. The own assistant stands out as a native option. Usuários access AI resources at no additional cost.
Advantages of Meta AI on the platform
Meta’s official chatbot has been integrating directly with WhatsApp since March 2025. Ele processes queries in real time with no extra fees for users or businesses. The tool uses the LLaMA model for accurate answers.
Features include text generation, images and conversational support. Regular Atualizações improve performance and add capabilities. Cost exemption encourages adoption over paid alternatives.
Companies can incorporate Meta AI into service flows. Official integration guarantees stability and compliance with platform policies. Não there are risks of interruption due to regulatory changes.
Technological market reactions
Developers criticize the tariff as a barrier to innovation. Argumentam that WhatsApp benefits from traffic generated by external chatbots. The charge reduces incentive for third-party integrations.
Analysts see the measure as a strategy to strengthen Meta AI. The company directs users to its proprietary solution. Concorrentes lose important distribution channel.
Investors monitor financial impacts on affected companies. The discontinuation of bots on WhatsApp changes engagement metrics. Empresas seek new channels to maintain reach.
AI startups evaluate alternative platforms as Telegram or Signal. Essas applications offer more flexible APIs for integrations. Migration depends on user base in each region.
Next regulatory steps
Meta awaits a final decision on the appeal at Itália. Caso favorable, may resume ban on external chatbots. Derrota would expand mandatory access to other markets.
Commission Europeia conducts a parallel investigation into anti-competitive practices. Resultados predicted for the coming months influence continental policies. Países members will align rules according to the block’s guidelines.
At Brasil, CADE monitoring remains active. Novas representations may arise if the charge reaches the local market. Empresas prepare arguments for possible rebuttal.
