Meta to Charge for AI Chatbots on WhatsApp in Italy
Meta is introducing a new fee structure for developers operating AI chatbots on WhatsApp within regions where regulatory bodies have mandated the inclusion of these services. The move follows the company’s recent implementation of a ban on third-party AI bots, which officially took effect on January 15.
Pricing and Regulatory Impact
The new pricing model will debut in Italy on February 16, a market where the local competition watchdog intervened last December to force a suspension of Meta’s restrictive policy. Developers in the region will be subject to the following charges for non-template AI responses:
- $0.0691 per message
- €0.0572 per message
- £0.0498 per message
For developers managing high volumes of user queries, these costs could lead to significant financial obligations. A spokesperson for Meta confirmed the strategy, 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.”
Background on the AI Bot Ban
Meta’s attempt to restrict third-party AI integration began in October, citing technical limitations. At the time, the company argued that its infrastructure was not designed to accommodate the traffic generated by AI chatbots, claiming that the WhatsApp Business API was not intended to function as a de facto app store for AI companies.
While the company has long charged businesses for using its API for template-based communications—such as shipping updates, payment reminders, and marketing materials—the new fees specifically target the operational costs of AI-generated responses.
Global Regulatory Landscape
The policy has faced significant pushback from international regulators, including probes in the EU, Italy, and Brazil regarding potential anticompetitive behavior. The legal outcomes have varied by jurisdiction:
- Brazil: Although regulators initially challenged the ban, a local court sided with Meta last week, overturning a preliminary order. Following this ruling, Meta has instructed developers to cease providing AI chatbot services to users in Brazil.
- Italy: The company is currently carving out an exemption for Italian phone numbers to comply with regulatory demands, leading to the newly announced pricing structure.
Following the January 15 enforcement, major AI providers including OpenAI, Microsoft, and Perplexity have already moved to disable their WhatsApp-based bots, directing users instead to their dedicated websites and native applications.