Meta Introduces Paid AI Messaging for Third-Party Chatbots on WhatsApp Following Regulatory Pressure

Meta has confirmed it will begin charging developers to run third-party AI chatbots on WhatsApp in regions where regulators have required the company to allow them. The change follows Meta’s January 15 ban on third-party AI bots via the WhatsApp Business API and applies initially to Italy, where competition authorities intervened last year. Meta said pricing for non-template AI responses will take effect on February 16, with developers charged per message, potentially creating significant costs for high-volume chatbot usage.

The move builds on WhatsApp’s existing paid API model for business messaging, such as transactional and marketing notifications. Meta has indicated the policy could extend to other markets if similar regulatory requirements emerge, as antitrust scrutiny continues in the EU and Brazil. Several AI providers, including OpenAI, Perplexity, and Microsoft, have already withdrawn WhatsApp chatbot support following the policy shift.