After Europe, Meta allows third-party AI bots on WhatsApp under regulatory pressure—charging developers per message.
Meta is loosening its grip on AI inside WhatsApp—at least where regulators demand it.
The company confirmed it will allow rival AI companies to offer chatbots on WhatsApp in Brazil, just one day after announcing a similar move in Europe. The shift follows a ruling from Brazil’s antitrust authority CADE, which rejected Meta’s attempt to block third-party AI bots on the messaging platform.
The catch: developers must pay to access the system.
Brazil’s Antitrust Regulator Forces the Change
Earlier this week, CADE (Brazil’s Administrative Council for Economic Defense) ruled against Meta’s appeal to suspend an order preventing the company from restricting third-party AI chatbots on WhatsApp.
The regulator argued the platform’s market dominance makes open access essential.
- WhatsApp holds a central role in Brazil’s messaging ecosystem.
- Blocking outside AI tools could harm competition and innovation.
CADE’s tribunal said the evidence showed “legal plausibility” that Meta’s restrictions could damage the market. The regulator also concluded banning third-party bots would be “not proportionate.”
Think of it like forcing a dominant smartphone platform to allow alternative app stores—regulators want gatekeepers to open the gates.
Meta’s Response: Access—But at a Price
Meta quickly adjusted its policy to comply with legal requirements.
The company will allow external AI providers to run chatbots through the WhatsApp Business API, but it will charge for access.
Starting March 11, Meta will charge:
- $0.0625 per non-template message in Brazil
- Fees applied to companies running AI services through the API
Meta framed the pricing as a necessary measure.
“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,” a Meta spokesperson said.
In effect, WhatsApp becomes a toll road for AI developers.
Why the Policy Sparked Antitrust Scrutiny
The controversy traces back to October, when Meta announced a policy change that would restrict third-party AI chatbots on WhatsApp.
Critics quickly flagged a potential conflict of interest.
Meta already integrates its own Meta AI assistant directly into WhatsApp, giving it built-in visibility across the platform’s billions of users.
Regulators feared the restrictions could:
- Favor Meta AI over competitors
- Reduce choice for users and businesses
- Slow AI innovation on messaging platforms
Meta defended the move, arguing the WhatsApp Business API wasn’t originally designed for AI chatbots and that large-scale AI usage could strain infrastructure.
Developers Are Still Hesitant
Even with the new access rules, some AI startups remain cautious.
Developers told TechCrunch the per-message pricing could make AI services on WhatsApp expensive to operate—especially at scale.
For AI assistants that generate many conversational responses, costs could add up quickly.
That pricing pressure could reshape how companies deploy AI on messaging apps.
A Win for AI Competition?
One company celebrating the decision is Zapia, which helped trigger the investigation by filing a complaint with CADE.
The company framed the ruling as a victory for open innovation.
In a statement, Zapia emphasized:
- Users should be free to choose AI tools on platforms they rely on.
- Innovation thrives when dominant platforms remain open.
The company also said it plans to challenge similar restrictions across Latin America.
The Bigger Picture
Brazil and Europe are signaling a new reality for Big Tech platforms hosting AI services.
Regulators increasingly view messaging platforms like WhatsApp as critical digital infrastructure—and they’re pushing to ensure competitors can operate on them.
For Meta, the strategy may be shifting from blocking rivals to monetizing access.
The question now: will those fees keep competitors out anyway?
TL;DR:
Meta will allow rival AI companies to run chatbots on WhatsApp in Brazil after an antitrust ruling from CADE. Developers must use the WhatsApp Business API and pay $0.0625 per non-template message starting March 11. While regulators see this as a win for competition, startups say the pricing could make large-scale AI services costly.
AI Summary:
- Brazil’s CADE forced Meta to allow third-party AI chatbots on WhatsApp.
- Meta will charge $0.0625 per non-template message via the Business API.
- The move follows a similar regulatory decision in Europe.
- Developers worry the pricing could make AI bots expensive to operate.
- The case highlights growing scrutiny of Big Tech’s control over AI platforms.
