Meta will start charging companies for AI chatbots on WhatsApp in Italy from 16 February 2026. This shift comes about due to regulatory pressure that has made the country a test case for broader competition rules in digital markets.
New Pricing for AI Responses on WhatsApp
Meta has confirmed it will charge developers for each AI-generated message sent through the WhatsApp Business API where regulators require third-party bots to be allowed. In Italy, the first market affected, the fee for non-template AI responses will be approximately $0.0691 (about €0.057) per message. This applies to every reply the chatbot generates, not just fixed template messages.
The company says the charges apply only in places where it is legally obligated to permit third-party chatbot access, rather than voluntarily opening WhatsApp as a platform for AI distribution. Meta already charges for certain business messages such as marketing notifications or authentication messages — this new fee targets dynamic AI responses.
Regulatory backdrop in Italy
The move comes after the Italian Antitrust Authority (AGCM) intervened in late 2025. The watchdog ordered Meta to suspend terms that blocked competitors’ AI services from WhatsApp, citing an ongoing investigation into a possible abuse of a dominant market position.
Regulators contend that Meta’s earlier policy, which effectively banned third-party AI chatbots via the WhatsApp Business API, could unfairly disadvantage competitors while privileging Meta’s own AI tools. The suspension was meant to preserve competitive balance while the probe continues.
Meta’s Position
Meta previously argued that its systems were not designed to handle general AI-driven responses at scale and that WhatsApp should not become a distribution platform for AI services. The company said this strain on infrastructure justified the initial block on third-party bots, a policy that took effect in mid-January.
The new pricing model effectively turns regulatory compliance into a revenue stream for Meta in Italy. It is also potentially a precedent if similar rules emerge in other markets.
Implications for Developers and Competition
For companies hosting AI assistants, including chatbots from providers such as OpenAI, Microsoft or others, the per-message fee could significantly increase costs, especially for services with heavy user traffic. The cost of thousands of daily messages quickly adds up.
This pricing model marks a shift in how messaging platforms might monetise AI services when competition authorities insist on open access. Italy’s approach could influence regulatory thinking elsewhere, particularly in the EU and Latin America, where other watchdogs have also scrutinised Meta’s policies.
Italy’s actions are part of wider scrutiny of big tech and AI. Other regulators, including in Brazil and the European Commission, have taken or considered steps challenging restrictive policies on AI access on messaging platforms. Brazil’s competition authority initially suspended Meta’s ban on third-party AI bots, though a court later reversed that order.
