A new move by Meta is putting a price tag on AI chatbots in Italy and possibly signaling bigger changes ahead for marketers leaning on WhatsApp for automated customer interactions.
Starting February 16, developers running AI chatbots on WhatsApp in Italy will have to pay a fee for each non-template response sent to users: US$0.0691 (€0.0572 / £0.0498) per message. That may seem minor at a glance, but high-volume interactions could push daily operational costs into uncomfortable territory for chatbot operators, especially those handling thousands of messages.
This article explores what triggered this shift, how the policy is unfolding in Italy, and what this could mean for marketers relying on AI-driven messaging strategies.
Short on time?
Here’s a table of contents for quick access:
- What’s happening with WhatsApp’s AI bot policy
- Why Italy is the testing ground
- What marketers should know and do next
Patrecia Meliana
What’s happening with WhatsApp’s AI bot policy
Meta had originally banned third-party AI chatbots from using the WhatsApp Business API as of January 15. The company argued that its infrastructure was not built to support this type of usage and suggested that AI companies should rely on app stores, websites, or direct partnerships instead.
Soon after, regulatory pressure pushed back, especially in Italy where the competition authority requested Meta suspend the ban. As a result, Meta is now allowing AI chatbot functionality for Italian users but has introduced a new pricing model to go with it.
The fee applies only to non-template replies. These are different from pre-approved templates used for marketing, authentication, or transaction-related messages, which WhatsApp already charges for. Developers were notified about the pricing earlier this month, following an exemption for Italian numbers.
This creates a new cost structure for businesses offering AI-based customer support or conversational flows on WhatsApp, especially those that previously offered free AI chat access.
Why Italy is the testing ground
Italy has become the first country to see a reversal in Meta’s AI bot ban because of direct regulatory intervention. However, this is unlikely to be the last.
Other regions including the European Union and Brazil have also launched anticompetition investigations into Meta’s policy. In Brazil, the company initially lost a legal battle but had the ruling overturned last week. Developers were then instructed to stop offering their AI bots to Brazilian users.
What happens in Italy may serve as a preview of what could come next. If regulators in other markets push back, Meta may be forced to allow AI chatbots more broadly. And given this new fee structure, that access is unlikely to come free.
What marketers should know and do next
If you’re using WhatsApp as part of your AI marketing or customer support stack, or planning to, here’s what to keep in mind:
1. AI automation on WhatsApp now comes with a price tag
The new per-message fee in Italy creates a cost center that did not exist before. If similar pricing structures are introduced in other regions, the economics of AI chatbot automation will shift quickly. Marketers should start modeling these costs early.
2. Chatbot teams need volume and cost controls
High-volume bots will require tighter tracking and smarter flow design. Brands should consider routing lower-value interactions to apps or websites and lean more on template-based messaging where feasible.
3. Compliance will shape strategy
Italy’s pricing rollout was driven by regulation, not product strategy. Legal environments will now influence how and where AI tools can operate. This makes it essential to track local compliance and regional platform policies.
4. Explore alternative platforms for AI interactions
Meta has made it clear that it does not see WhatsApp as a home for AI services. Brands relying heavily on WhatsApp for bot deployment should consider diversifying to owned channels or other messaging platforms better suited to AI support.
Meta’s decision to start charging developers for AI chatbot replies on WhatsApp in Italy marks a significant shift in how conversational AI might be monetized going forward.
Marketers building automation workflows on WhatsApp should take this as a signal to reevaluate channel costs, legal dependencies, and platform flexibility before similar changes reach their markets.
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