Meta has expressed concerns that a recent antitrust ruling by India’s Competition Commission (CCI) could compel the company to “roll back or pause” some of its features, potentially damaging its business in the country. This warning comes in response to a CCI directive that prohibits Meta’s WhatsApp messaging service from sharing user data with the parent company for advertising purposes.
The Antitrust Ruling and Its Implications
The CCI’s November directive found that Meta had abused its dominant position in India and coerced WhatsApp users into accepting a 2021 privacy policy change that allegedly expanded the company’s data collection and sharing practices. As a result, Meta was slapped with a $24.5 million fine and a five-year ban on sharing data between WhatsApp and Meta in India, where Meta has over 350 million Facebook users and more than 500 million WhatsApp users.
Meta has publicly defended its policy change, expressing disagreement with the CCI’s order. However, in its appeal, Meta highlighted the potential consequences of the ruling, which it claims would significantly impact its ability to deliver personalized ads on platforms like Facebook and Instagram. According to Meta’s filing, the ban on WhatsApp-to-Meta data sharing could prevent businesses, such as an Indian fashion company, from personalizing ads based on user interactions with WhatsApp. Meta has warned that this could force the company to “roll back or pause several features and products,” threatening the commercial viability of both WhatsApp and Meta in India.
Meta’s Concerns Over the Business Impact
Meta’s filing with the Indian appeals tribunal provides an in-depth look at the potential impacts of the CCI ruling. The company argues that the data-sharing ban would disrupt its ability to offer personalized advertisements and potentially hinder the company’s long-term revenue generation in India. While Meta has not specified the exact financial consequences, the company expressed concerns about the broader implications for its business operations in one of its largest markets.
Facebook India Online Services, Meta’s registered entity in the country responsible for selling advertising inventory, reported revenue of $351 million in 2023-24, marking its highest revenue in at least five years.
Global Challenges for Meta
This issue in India adds to Meta’s ongoing regulatory challenges worldwide. In 2021, WhatsApp was accused of violating EU laws by failing to adequately explain changes to its privacy policy. Although Meta later agreed to clarify these changes, the global scrutiny continues to affect the company.
The Indian antitrust investigation began in 2021, sparked by criticism over WhatsApp’s privacy policy changes. Meta argued that the changes were designed to provide clarity on optional business messaging features and did not expand data collection or sharing practices, but the CCI disagreed. The ruling mandates that WhatsApp allow users to decide whether or not they want to share their data with Meta, a significant shift from the previous policy that offered no opt-out option.
Meta’s Appeal Against the CCI’s Ruling
In its appeal, Meta has also criticized the CCI’s approach, stating that the regulator should have consulted with the company and WhatsApp before issuing directives to change its business practices. Meta argued that the CCI lacks the technical expertise necessary to fully understand the potential consequences of its decisions, especially as they pertain to the functioning of digital platforms.
Meta’s appeal will be heard by the Indian tribunal on Thursday, though the process could take weeks or months to resolve. In the meantime, the tribunal has the option to put the CCI directive on hold, potentially providing Meta some breathing room.