U.S. tech giant Meta is facing challenges in India as it contests an antitrust directive with significant implications for its operations. The directive, issued by the Competition Commission of India (CCI) in November, prohibits WhatsApp from sharing user data with Facebook and Instagram for advertising purposes. This disruption affects Meta’s targeted advertising model and impacts the commercial viability of Meta’s entities like WhatsApp.
This decision, coupled with a $24.5 million fine, stems from allegations that Meta abused its dominant position and coerced users into accepting WhatsApp’s contentious 2021 privacy policy.
Meta has filed a detailed appeal with India’s appellate tribunal, arguing that the CCI’s decision threatens its ability to offer personalised advertising services on platforms like Facebook and Instagram. According to court documents reviewed by Reuters, Meta claims the data-sharing ban could force it to “roll back or pause several features and products” in India, representing its largest market with over 500 million WhatsApp users and 350 million Facebook users.
One critical concern outlined by Meta is the potential impact on businesses leveraging WhatsApp for customer interactions. For instance, Indian fashion retailers using WhatsApp to communicate with customers may no longer be able to target personalised ads on Facebook or Instagram based on those interactions.
Meta contends that such restrictions could undermine its commercial viability in India.

The CCI’s directive culminates a probe launched in 2021 following public outcry over WhatsApp’s updated privacy policy. Critics alleged that the policy — which informed users about expanded data-sharing practices — left them with no option but to accept or lose access to the service.
Meta, however, maintains that the privacy policy changes were intended to clarify how optional business messaging features work and did not expand its data collection practices. In its appeal, Meta has also criticised the CCI’s approach, arguing that the regulator lacked the technical expertise to fully assess the policy’s implications and should have sought consultation with the company before imposing sweeping directives.
Meta’s troubles in India echo a worldview similar to that of regulatory challenges. In 2021, the European Union accused WhatsApp of failing to explain privacy policy changes clearly, prompting the company to revise its communication strategy. In 2024, the South Korean Personal Information Protection Commission (PIPC) imposed a fine of 21.62 billion won on Meta.
However, the Indian ruling is particularly consequential given the sheer scale of WhatsApp’s user base in the country. The Indian tribunal is scheduled to hear Meta’s plea on Thursday. While the case could take months to resolve, the tribunal can stay the CCI’s directive in the interim.
If upheld, the ruling could set a precedent for stricter data-sharing regulations in India, potentially influencing global tech companies’ operations.
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