WhatsApp Opens Platform to Rival AI Chatbots in Brazil

Meta is now permitting rival AI companies to offer their chatbots on WhatsApp to Brazilian users for a fee. This move comes just a day after the company confirmed a similar policy for users in Europe.

This week, Brazil's antitrust regulator, CADE, ruled against Meta and denied its appeal to block an earlier order. That order suspended Meta's policy change aimed at restricting third-party AI chatbots on WhatsApp.

"After reviewing the case, the CADE Tribunal concluded that the requirements for upholding the preventive measure were met. Case rapporteur Councilor Carlos Jacques noted evidence of legal plausibility, given WhatsApp's significant role in Brazil's instant messaging market," the CADE ruling stated.

The regulator further added that prohibiting third-party AI chatbots on WhatsApp "would be disproportionate" and risked causing harm to market competition.

In response, Meta stated it would allow third-party AI chatbot providers to utilize its WhatsApp Business API to deliver their services on the app for a fee, in jurisdictions where legally mandated. In Brazil, the company will charge $0.0625 per "non-template message" starting March 11.

"In regions where we are legally obligated to provide AI chatbots through the WhatsApp Business API, we are implementing pricing for companies that opt to use our platform for these services," a Meta spokesperson said.

Meta first announced this policy shift in October, triggering multiple antitrust investigations. This scrutiny intensified because Meta offers its own AI assistant, Meta AI, within WhatsApp. The company has defended its position, stating its WhatsApp Business API was not originally built for AI chatbots and that they place a significant load on its systems.

Although Meta is now permitting third-party chatbots in some regions due to regulations, developers have told TechCrunch they are cautious about resuming services. They cite Meta's pricing as prohibitively high, which could lead to substantial operational costs.

Zapia, one of the companies that filed the complaint with CADE in Brazil, praised the regulator's decision.

"This is about fostering competition and preventing dominant companies from stifling how innovation reaches users. At Zapia, we believe people should have the freedom to choose their AI tools, and innovation flourishes only when the everyday platforms people depend on remain open. We will continue to challenge these restrictions across Latin America and now look forward to seeing how Meta adjusts its policies in Brazil to comply with the ruling," the company said in a statement.