This new policy opens a 12 month window in which general-purpose assistants, similar to ChatGPT o Copilot, will be able to reintegrate through the WhatsApp Business APIbut paying one fee per message, no templateThe movement seeks to provide answers to the investigations into possible abuse of dominant position, while also turning competition access into a new source of revenue.
A change forced by Brussels and European regulators
WhatsApp's opening to third-party chatbots It doesn't come from nowhere. It all starts in October 2025, when Meta updated its terms of service to prohibit the use of the Business API with general-purpose AI assistantsThat prohibition began to be applied on January 15, 2026 and, since then, only the Meta AI's own chatbot I could operate freely within the app.
The move triggered a chain reaction. AI providers that were leveraging WhatsApp as a key channel increased their demand. complaints to competition authorities in the European Union and Italy, denouncing the policy as anti-competitive and claiming it excluded them from a messaging service with billions of users. Names like the company behind the assistant Poke.comInteraction Company of California, especially pressured Brussels and Rome.
La Italian Competition Authority (AGCM) It was the first to make a move: in December 2025 it ordered Meta to Italy will lift the ban on AI chatbots, according to Italian figures.Meta argued that the blocking could constitute an abuse of its dominant market position. In response, in January, Meta began allowing rival bots access again in Italy, foreshadowing a move that has since spread across Europe.
Shortly after, the European Commission formally warned the company that he planned impose provisional measures to curb WhatsApp's restrictive API policy. Brussels warned of the risk of a serious and irreparable damage to competitors if the blockade was consolidated, especially considering WhatsApp's position as a privileged gateway for the distribution of AI assistants.
Faced with this pressure, Meta informed the Commission that, over the next 12 months, will allow General-purpose AI chatbots use the WhatsApp Business API in Europeinsisting that this adjustment should reduce the need for immediate intervention while the antitrust investigation proceeds.
A toll-based access: how much does it cost to operate an AI chatbot on WhatsApp
The key to the new model lies in the fee for “non-template message”Meta has established that each of these messages will have a cost ranging between € 0,0490 and € 0,1323 In Europe, it depends on the country where the chatbot operates. We're talking about the messages that are part of dynamic and open conversations, precisely the type of interaction that most characterizes generative AI assistants.
In markets like ItalyIn the country where the system had already been tested, the price has been around $0,0691 per message (about €0,0572). On paper it seems like a small figure, but in practice the cost easily skyrockets: a bot that manages about 10.000 daily messages you may face a bill close to $ 691 a dayfar exceeding the 20.000 monthly dollarsFor an early-stage AI startup, that initial investment can be difficult to make.
The key difference between these non-template messages and the template messagesThese are pre-approved and structured communications: payment notifications, shipping confirmations, appointment reminders, etc. These latter communications maintain their own billing structure within the system. whatsapp business API and are not part of the new scheme specifically for general-purpose chatbots.
The consequence is clear: the more Let the conversation be open and prolonged With AI assistants, the bill grows even more. A user who engages in dozens of exchanges generates dozens of charges for the external provider, which may force a rethink of subscription models, usage limits, or even the viability of certain free services.
What types of bots can operate and what is excluded
Another important nuance is that Not all uses of AI in WhatsApp are subject to the same logic.The original restriction, and the subsequent policy change, have focused primarily on the general purpose chatbotsThat is, attendees comparable to ChatGPT, Claude or Poke, capable of responding to almost any topic, writing texts, generating images or serving as a digital co-pilot.
In contrast, Meta has clarified that the Companies that use AI for customer service through template messages They are not excluded from the API. A retailer that has a bot to handle questions about orders, schedules, or returns, based on structured flows and predefined notifications, can continue using the WhatsApp Business infrastructure with the previous pricing model.
The difference, therefore, lies in the type of service: transactional and process-focused bots continue on their course, while General assistants, much more intensive in message volume and potentially competitors of Meta AI, are those that will operate under the new pay-per-interaction scheme.
For the average user, the impact can be significant. Until now, the presence of ChatGPT, Copilot, or other similar assistants within WhatsApp It opened up a range of options for choosing the "copilot" that best suited their needs. From help writing messages or reports to support for scheduling, studying, or generating images, all without leaving the messaging app.
With the new tariff system, many of these services will be forced to decide whether They absorb the cost and pass it on to the end user. or reduce the intensity of use within WhatsApp, perhaps pushing their customers towards their own apps or less expensive alternative integrations.
Impact on European startups in automation and conversational AI
For the European entrepreneurial ecosystem, Meta's decision is no small matter. Any startup that has a WhatsApp as the backbone of their automation strategy —whether for conversational sales, AI support, or lead generation— will need to thoroughly review its numbers.
The first task is to recalculate the cost structure by message volumeIt is no longer enough to estimate servers and AI model usage: now a specific line associated with the must be incorporated per-message rate, no templateThis varies from country to country. In markets where the price approaches the upper end of €0,1323, the margin available per user can be significantly reduced.
Furthermore, this new reality forces us to design hybrid flows that combine template messages with dynamic conversation segments, aiming to keep costs down without significantly worsening the user experience. It's a delicate balance: too many templates can make the interaction feel rigid and unnatural; too much open conversation drives up the bill.
Meanwhile, many companies are considering diversify channels. Alternatives like TelegramInternal web chat platforms or integrations with other messaging and collaboration services can gain importance in the roadmap, especially if they offer more predictable conditions or are compatible with the company's margins.
For those who operate primarily in Spain and the rest of the EUThe underlying message is that relying on a single major channel—in this case, WhatsApp—carries regulatory and pricing risks. What is cheap or free today may cease to be so in a matter of months, and it's wise to have alternative scenarios in place to avoid being left without a distribution channel overnight.
Meta's strategic move: comply with the regulator and charge for access
From a strategic point of view, Meta's maneuver has a clear interpretation: the company formally complies with the opening requirements raised by Brussels and other regulators, but it does turning that compliance into a monetization modelWhere there used to be a roadblock, there is now a possible access, but with a toll.
That approach allows the company Generate revenue from each message exchanged between rival chatbotsThis also sets a price barrier that could discourage the widespread adoption of these alternatives within WhatsApp itself. Meanwhile, Meta AI remains the integrated, frictionless direct pay-per-message assistant for the end user.
Several analysts point out that this tactic may to set a precedent in the way AI services are distributed on messaging platformsOther large digital “gatekeepers” could opt for similar models: mandatory opening by regulation, but under fees that filter which players can truly compete and which cannot withstand the cost.
For the European Commission, the challenge is to determine whether this middle ground—12 months of access, per-message charges, and ongoing review—is sufficient to avoid the irreversible marginalization of smaller competitorsIf it concludes that it is not, new requirements or even stricter provisional measures may be imposed.
Alongside the EU, other regulators have also reacted. BrazilThe competition authority obtained a court order reinstating a ruling that compels Meta to allow rival bots access to WhatsApp, and the company has indicated that will extend the same policy changes there than in Europe. Everything points to the debate on controlling these "gateways" to conversational AI being global.
Lessons for the user and for the digital ecosystem in Europe
For European users, the new scenario means that, at least for a while, They will once again have more AI assistant options integrated into WhatsApp.However, the underlying commercial terms can translate into changes in usage plans, free limits, or even the disappearance of some services if they fail to cover the costs.
Meta, for its part, insists that the The AI space is already highly competitive. And that people can access these services through multiple channels: app stores, search engines, email, or operating system integrations. Under this narrative, WhatsApp would just be another channel, not a critical bottleneck.
European regulators don't quite see things the same way. WhatsApp's significant presence in many EU markets—including Spain—means that A change in its access rules could quickly alter the competitive balance among AI providers. That is why the Commission takes both the initial ban and the new economic conditions so seriously.
In this context, European startups and technology companies have a rather clear reminder: Building on someone else's platform implies accepting that the rules can change.Whether due to business decisions made by the platform itself or intervention by regulators, the combination of regulation and pricing can redefine the unit economics of conversational automation almost overnight.
The evolution of this case in the coming months—how AI providers react, what the European Commission ultimately decides, and whether other countries replicate the model—will serve as a barometer of To what extent can competitive openness be balanced with the control maintained by major players? Regarding the distribution channels of artificial intelligence, for users, companies, and regulators in Europe, WhatsApp has become one of the most visible testing grounds for this tension.
Meta's move to re-enable access to rival AI chatbots on WhatsApp, but subject them to a per-message fee and a limited timeframe, illustrates the extent to which the The battle for control of artificial intelligence hinges on who manages the distribution platformsEurope has forced the opening, but the company has managed to transform that obligation into a toll system that only some will be able to afford comfortably; meanwhile, users and startups will have to adapt to more complex rules of the game that combine technology, regulation and commercial strategy.
