Breaking News: WhatsApp’s U-Turn on AI Chatbots in Italy – But at What Cost?
You might have missed the memo, but WhatsApp has officially flipped the switch on charging AI chatbots in Italy. Yes, you read that right – after banning third-party chatbots on the platform in January, Meta is now introducing a pricing model for AI responses. This is a major about-face, considering the company initially didn’t mention any plans to charge builders when they sent out notices to exempt Italian phone numbers.
Starting February 16, Meta will be charging a whopping $0.0691 per message for AI responses. That’s a lot of money, especially if your AI chatbot is handling thousands of customer questions daily. It’s a small price to pay, but still, it’s a significant cost for businesses that rely on these chatbots for customer support.
So, why the sudden change of heart? It seems Meta has had a change of stance on allowing AI chatbots on WhatsApp. Last January, they initially banned chatbots, citing system overload issues. But, after Italy’s competition watchdog asked them to reverse the decision, Meta relented, allowing AI chatbots to serve Italian clients. Now, it seems they’re making up for lost time by introducing this new pricing model.
The new pricing model only applies to non-template responses, so if your chatbot is simply sending pre-programmed messages, you’re in the clear. However, builders of AI chatbots will need to fork over some cash if they want to keep responding to customer queries.
When asked about the pricing, a Meta spokesperson told TechCrunch that they’re simply complying with laws that require them to allow chatbots in certain geographies. Fair enough, but it’s hard not to see this as a money-making move. After all, WhatsApp made a killing from its paid API, and now they’re just extending that model to AI chatbots.
The implications of this move are far-reaching. Other geographies might follow suit if Meta is forced to comply with similar laws. And let’s not forget the controversy surrounding this ban – the EU, Italy, and Brazil all launched anticompetitive probes, with Brazil’s watchdog asking Meta to suspend the policy. A recent court ruling in Brazil, however, sided with Meta, blocking the initial order to suspend the policy.
It’s been a wild ride, folks. We’ll keep you posted as we learn more about this developing story.
Source: [WhatsApp will now charge AI chatbots to operate in Italy](https://techcrunch.com/2026/01/28/whatsapp-will-now-charge-ai-chatbots-to-operate-in-italy/)
