WhatsApp Starts Charging for AI Chatbots as New Rules Take Effect in Italy

Meta begins charging developers for AI-powered conversations on WhatsApp, marking a major shift in how chatbots operate on the platform.

WhatsApp is taking a new step in how artificial intelligence works on its platform. Meta has announced that it will start charging developers for running AI chatbots on WhatsApp in Italy, becoming the first country where the new pricing model will apply.

The decision follows increasing pressure from regulators who have asked Meta to allow third-party chatbots on WhatsApp, even as the company tightens control over how those bots operate. Starting February 16, developers in Italy will be charged for every AI-generated reply sent through WhatsApp. The cost is set at just under seven cents per message, a fee that could add up quickly for chatbots handling thousands of user questions each day.

Until now, WhatsApp mainly charged businesses for pre-written template messages, such as delivery updates, payment reminders, or verification codes. Charging for free-flowing AI responses marks a clear shift and signals how valuable conversational AI has become.

Meta says the move is about balance and system stability. “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,” a company spokesperson said.

The change comes after Meta blocked most third-party AI chatbots on WhatsApp earlier this month, arguing that its systems were not built to handle constant AI-driven conversations. That decision triggered investigations in regions including Italy, the European Union, and Brazil.

For chatbot makers, the message is clear: access to WhatsApp now comes at a cost. For users, it may quietly reshape where and how they interact with AI assistants in everyday chats.