Italy becomes test case for WhatsApp AI chatbot monetisation
Meta will begin charging developers for each AI chatbot message sent through the WhatsApp Business API in Italy, following regulatory pressure to allow third-party bots on the platform.
Meta has announced a new pricing model for third-party AI chatbots operating on WhatsApp, where regulators require the company to permit them, starting with Italy.
From 16 February 2026, developers will be charged about $0.0691 (€0.0572/£ 0.0572/£0.0498) per AI-generated response that’s not a predefined template.
This move follows Italy’s competition authority intervening to force Meta to suspend its ban on third-party AI bots on the WhatsApp Business API, which had taken effect in January and led many providers (like OpenAI, Perplexity and Microsoft) to discontinue their chatbots on the platform.
Meta says the fee applies only where legally required to open chatbot access, and this pricing may set a precedent if other markets compel similar access.
WhatsApp already charges businesses for ‘template’ API messages (e.g. notifications, authentication), but this is the first instance of explicit charges tied to AI responses, potentially leading to high costs for high-volume chatbot usage.
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