WhatsApp in Brazil: Opening Up to Third-Party AI Chatbots

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Key Takeaways

1Meta now allows AI companies to offer their chatbots on WhatsApp in Brazil, following a similar decision in Europe.

2The Brazilian antitrust authority CADE rejected Meta's appeal, stating that the ban on third-party AI chatbots would be disproportionate.

3Meta will charge $0.0625 per non-template message in Brazil, starting March 11, for the use of the WhatsApp Business API.

💡Why it matters — This decision strengthens competition and innovation in the messaging services market in Brazil, limiting Meta's control.

Meta Opens WhatsApp to Third-Party AI Chatbots in Brazil

Meta, the parent company of WhatsApp, has decided to allow competing companies specializing in artificial intelligence to offer their chatbots on its platform in Brazil. This decision comes shortly after a similar announcement for European users. Companies will be able to provide these services for a fee, marking a significant shift in Meta's policy regarding the integration of third-party solutions.

Decision by the Brazilian Antitrust Authority

Meta's decision follows an intervention by the Brazilian antitrust authority, known as CADE. The authority recently rejected an appeal from Meta aimed at blocking a previous ruling that prohibited third-party AI chatbots on WhatsApp. The CADE Tribunal determined that the conditions justifying the continuation of this ban were not met. According to Carlos Jacques, the reporting advisor on the case, WhatsApp plays a crucial role in the Brazilian messaging services market, and banning third-party chatbots could harm competition.

Consequences for Meta and Users

Meta responded by announcing that it would allow the use of its WhatsApp Business API by third-party AI chatbot providers where legally required. This opening comes with fees: in Brazil, each non-template message sent via this API will be charged at $0.0625 starting March 11. A spokesperson for Meta clarified that this pricing applies in regions where legislation mandates access to these services.

Context and Stakes of the Decision

This change in Meta's policy was initially announced last October. It has sparked antitrust investigations, as Meta already offers its own AI chatbot, Meta AI, on WhatsApp. The company had previously argued that its API was not designed to accommodate AI chatbots, citing technical constraints. However, regulatory pressures have forced Meta to reconsider its position.

Reactions from Developers and Companies

Despite this opening, some developers remain cautious. They expressed to TechCrunch their concerns about the fees imposed by Meta, which they consider high. These costs could deter some companies from resuming their services on WhatsApp.

Reactions from Complainants

Among the companies that challenged Meta's practices, Zapia welcomed CADE's decision. In a statement, Zapia emphasized the importance of competition and innovation, asserting that users should have the freedom to choose the AI tools they wish to use. The company also expressed its intention to continue contesting similar restrictions in other Latin American countries while monitoring the evolution of Meta's policies in Brazil.