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Based on data from Techcrunch
In Brazil, Meta is expanding the use of WhatsApp: now AI-powered rivals will be able to offer their chatbots to WhatsApp users for a fee. This happened a day after the company confirmed a similar move for users in Europe.
Earlier this week, Brazil’s antitrust regulator CADE made a decision against Meta and rejected its appeal to block the preliminary order to suspend changes in the policy that would ban third-party AI chatbots on WhatsApp.
“Reviewing the case, the CADE tribunal found that the necessary requirements to maintain the injunction are met. According to the case’s rapporteur, adviser Carlos Jaques, there is evidence of legal justification given the significance of WhatsApp in Brazil’s instant messaging market,”
“A ban on third-party chatbots on WhatsApp would not have been proportionate and could have harmed competition.”
Meta said it would allow AI-chatbot providers to use the WhatsApp Business API to offer their services for a fee where this is legally required.
The company will charge $0.0625 for each “non-template message” in Brazil starting March 11.
A Meta spokesperson noted: where we are required by law to provide AI chatbots through the WhatsApp Business API, we are introducing pricing for companies that choose to use our platform to provide these services.
Policy changes were announced last October and triggered several antitrust investigations, including because the company has its own Meta AI chatbot inside WhatsApp. The company contends that the WhatsApp Business API is not intended for AI chatbots, and that they place a burden on the system.
While Meta is currently allowing third-party chatbots in some regions due to regulatory requirements, developers are cautious about resuming services, noting that Meta’s pricing is considered too high and could drive up costs.
In the context of CADE’s actions, the regulator emphasizes the importance of balancing innovation and competition in the messaging market. It is expected that further decisions regarding the use of third-party chatbots in WhatsApp could disrupt both regulatory and business environments in the country and beyond.
Analysts believe this story could influence future rules governing the integration of artificial intelligence into popular messengers, and could prompt other players to seek more transparent terms of cooperation with large platforms in 2026.
All market participants should keep an eye on developments: the regulatory landscape and economic conditions could determine how broadly third-party AI chatbots will be able to operate through WhatsApp, and under what conditions this will be possible in the future.
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