Meta announced on Wednesday that it will begin charging developers to run chatbots on WhatsApp in regions where regulators are forcing the company to allow them. This move follows the company’s ban on third-party chatbots through the WhatsApp Business API, which took effect on January 15.
For now, Meta will impose these charges specifically in Italy. This comes after the country’s competition watchdog asked the company to suspend its ban last December. The new pricing for non-template AI responses is set to begin on February 16. Meta plans to charge developers $0.0691, €0.0572, or £0.0498 per message for AI chatbot replies. This could lead to significant costs for developers if users exchange thousands of queries daily.
Earlier this month, Meta notified developers of an exemption for Italian phone numbers, allowing AI chatbots to serve those users. At that time, the company did not mention any intention to charge for the service.
WhatsApp already charges businesses for using its API to send predefined template messages for marketing, utility, or authentication purposes, such as payment reminders and shipping updates. A Meta spokesperson stated, “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.” This approach could set a precedent for other regions if Meta is compelled to allow developer-operated chatbots elsewhere.
Meta first announced its plan to block third-party AI chatbots from using the WhatsApp Business API this past October. The company explained that its systems were not designed to handle AI bot responses and were experiencing strain. Meta argued that WhatsApp is not a de facto app store, and that AI companies should reach users through app stores, their own websites, and industry partnerships.
Since the initial announcement, regulators in several regions, including the European Union, Italy, and Brazil, have opened anticompetitive investigations. Brazil’s watchdog initially asked Meta to suspend the policy. However, a Brazilian court sided with Meta last week, overturning a preliminary order that blocked the new policy. As a result, Meta has instructed developers not to provide their AI chatbots to users in Brazil.
With the ban now in effect, developers are forced to send a predefined message to users of their WhatsApp AI chatbots, redirecting them to the developer’s own website or app. Providers like OpenAI, Perplexity, and Microsoft announced last year that their WhatsApp bots would cease functioning after January 15, directing users to access their services on other platforms instead.