Meta will now allow third-party AI chatbot providers to operate on WhatsApp in Brazil, following a ruling by the country’s antitrust regulator, CADE. This move mirrors a recent decision in Europe, where the company similarly opened its platform to competitors. The change comes after CADE rejected Meta’s appeal to block an earlier order that prevented the company from restricting third-party AI chatbots on WhatsApp.
The Antitrust Battle and CADE’s Decision
CADE determined that banning rival AI chatbots on WhatsApp would unfairly harm competition. According to the regulator, WhatsApp holds significant market share in Brazilian instant messaging, making such restrictions particularly damaging to innovation. The ruling emphasizes that Meta’s attempt to control the AI chatbot landscape was “not proportionate” and could stifle user choice.
Meta’s Response and New Pricing Structure
Faced with regulatory pressure, Meta announced it will permit third-party AI chatbots to use its WhatsApp Business API, but at a cost. Starting March 11, the company will charge $0.0625 per “non-template message” in Brazil. Meta claims this pricing is necessary because its API was not designed for AI chatbots and that they place a strain on its systems.
“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.” — Meta spokesperson
Developer Concerns and Zapia’s Victory
Despite the regulatory win, some developers express hesitation about returning to WhatsApp due to Meta’s pricing structure. The $0.0625 per message fee is considered high and could significantly increase costs for chatbot providers. Zapia, one of the companies that filed the complaint with CADE, welcomed the decision as a victory for competition.
“Competition and preventing powerful companies from limiting how innovation reaches users,” Zapia stated. The company plans to continue challenging similar restrictions in other Latin American countries.
The implications of this decision are clear: Meta is being forced to open its platform in key markets, but it is doing so on terms that may still discourage widespread adoption of third-party AI chatbots. This situation highlights the growing tension between big tech dominance and the need for competitive, open ecosystems in the rapidly evolving AI landscape.
