Meta now has big questions to answer for integrating AI features into WhatsApp.

The European Union (EU) plans to launch a new antitrust probe into Meta for adding AI tools to WhatsApp. The move comes after Italy’s regulator opened a case over Meta using AI without clear user consent.

The EU probe will follow standard antitrust rules, not the Digital Markets Act, which aims to curb the power of large tech firms. Two officials said the EU had planned the probe earlier this year and will announce it soon.

Meta first added the “Meta AI” tool in Europe this March after a delay due to local rules. The tool works as a smart assistant in chats, giving prompt ideas and text help to write messages.

Italy’s antitrust office says AI tools may slow new firms or limit the AI chatbot market. Meta called these claims baseless, saying the AI update does not affect firms that use their own tools for customer service. The EU probe follows other recent cases into big tech, including Google, Amazon, and Microsoft, showing its focus on tech rules and rivalry.

Meta CEO Mark Zuckerberg has lobbied the US gov against EU digital rules, claiming they may slow Europe’s AI work. US officials, including former President Trump and VP JD Vance, criticized EU rules aimed at US tech. Commerce Secretary Lutnick also urged the EU to ease tech rules during a Brussels visit.

The EU probe may affect Meta’s AI rollout and WhatsApp features in Europe, though the exact timing may change. This comes after Meta won a US antitrust case, where a court ruled it was not a monopoly, still facing rivalry from YouTube and TikTok. The EU declined to comment, but the probe shows its intent to watch AI tools and market power closely.

The case shows that AI in major apps is under global scrutiny. Regulators will keep a close eye on how Meta and other tech firms add AI while balancing new tools against user rights and market fairness.