Meta has expanded its policy to permit rival AI companies to offer their chatbots on WhatsApp to Brazilian users for a fee, a day after confirming a similar arrangement for European users.
This development follows a recent ruling by Brazil’s antitrust regulator, CADE, which rejected Meta’s appeal to block an earlier order. That order mandated the suspension of Meta’s policy change aimed at prohibiting third-party AI chatbots on WhatsApp.
“Upon reviewing the case, the CADE Tribunal determined that the necessary requirements for maintaining the preventive measure were present. According to the case rapporteur, Councilor Carlos Jacques, there is evidence of legal plausibility, considering the relevance of WhatsApp in the Brazilian instant messaging services market,” CADE’s ruling stated, underscoring the platform's significant market position.
The regulator further elaborated that banning third-party AI chatbots on WhatsApp would be deemed “not proportionate” and could potentially lead to detrimental competitive effects.
In response, Meta confirmed its intention to allow third-party AI chatbot providers to utilize its WhatsApp Business API to deliver their services on the application for a fee, specifically in regions where it is legally obligated to do so. For Brazil, the company will implement a charge of $0.0625 per “non-template message,” effective March 11.
A Meta spokesperson commented on the decision, stating, “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.”
The original policy change, announced by Meta last October, sparked numerous antitrust investigations, particularly given that Meta itself offers its own AI chatbot, Meta AI, within WhatsApp. Meta has consistently maintained that its WhatsApp Business API was not initially designed to support AI chatbots and that their integration places a strain on the company’s existing systems.
While Meta is now permitting third-party chatbots in certain regions due to regulatory pressures, developers have expressed reservations to TechCrunch, indicating hesitation to resume services. Their primary concern revolves around Meta’s pricing structure, which they perceive as high and potentially leading to substantial operational costs.
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