WhatsApp is set to allow rival artificial intelligence chatbots on its platform in Brazil, following a similar move in Europe, marking a major shift in Meta’s control over AI access within its messaging ecosystem.
The change comes after regulatory interventions challenged Meta’s earlier decision to block third-party AI services from integrating with the WhatsApp Business API. Previously, only Meta’s proprietary AI assistant was permitted, limiting competition and choice for users and developers.
In Brazil, the competition authority CADE intervened to suspend Meta’s ban, prompting the company to provide access to external AI providers. “We are committed to ensuring a level playing field for AI developers while maintaining a safe experience for our users,” a close source disclosed.
Under the new arrangement, Meta will allow external AI chatbots to operate on WhatsApp but will charge companies for each non-template message delivered through the platform. While this fee structure raises concerns among some developers, it represents a significant opening compared to the previous restrictions.
Experts say the move underscores growing global regulatory attention on the AI sector. “Messaging platforms like WhatsApp are now central battlegrounds for AI innovation. Ensuring competition is critical for consumer choice,” said an industry analyst.
This development in Brazil follows a similar 12-month temporary access window granted to rival AI providers in Europe, as Meta works with the European Commission to address antitrust concerns.
For users, the change could mean more options for interacting with AI assistants directly within WhatsApp. For competitors, it provides a pathway to expand beyond Meta’s proprietary solutions, although questions remain about whether the fee model will create a new barrier to entry.
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