Meta Platforms, the tech giant behind Facebook and Instagram, has unveiled a suite of new features for Facebook Messenger, including Siri compatibility, AI-powered video call backgrounds, voicemail options, and HD calling.
The updates aim to strengthen user engagement as Meta grapples with increasing scrutiny from regulators in the U.S. and Europe.
Messenger Upgrades with Siri, AI Backgrounds, and HD Calls
Messenger’s latest update introduces hands-free functionality via Siri for iPhone users. By saying, “Hey Siri, message [name] on Messenger,” users can send texts or initiate calls without touching their devices. This functionality brings Messenger in line with Apple’s FaceTime, reflecting Meta’s strategy to expand its usability.
Another addition is AI-generated video call backgrounds, which enable users to create dynamic and personalized virtual environments. Accessible through the effects menu during a call, this feature builds on earlier updates like AI-driven chat themes. It’s a move that aligns with Meta’s broader push to integrate artificial intelligence across its platforms.
HD video calling and advanced audio features like voice isolation and background noise suppression are also part of the update. HD video is now standard for Wi-Fi calls, with an option to activate it for mobile data. Voice isolation ensures clearer conversations by filtering out ambient noise, enhancing call quality significantly.
To address missed connections, Messenger now supports voicemail for both audio and video calls. Users can leave personalized messages, adding flexibility to their communication options.
U.S. Antitrust Trial Targets Meta’s Acquisitions
Meta currently faces legal challenges in the U.S. This November, a federal judge ruled that the Federal Trade Commission’s antitrust lawsuit against Meta could proceed. The case accuses Meta of acquiring Instagram and WhatsApp to stifle competition.
The acquisitions of Instagram in 2012 for $1 billion and WhatsApp in 2014 for $19 billion allowed Meta to dominate the social media market. Judge James Boasberg’s decision could lead to a forced separation of these platforms if the FTC succeeds in court.
Meta defends its actions by citing the massive growth of Instagram and WhatsApp since their acquisition. For example, Instagram grew from 30 million to over one billion users, while WhatsApp now has more than two billion active users globally. The company also points to competitors like TikTok, LinkedIn, and YouTube as evidence that the social media market remains competitive.
EU Fines Meta €800 Million for Marketplace Practices
In another case, the European Commission recently fined Meta €797.72 million, citing anti-competitive practices related to Facebook Marketplace. Regulators argue that bundling Marketplace with Facebook gave the platform an unfair advantage, restricting competition in online classifieds.
Meta announced plans to appeal the ruling, maintaining that Marketplace use is optional for users and pointing to rivals like eBay as proof of a healthy market. To comply with European regulations, Meta has introduced less personalized ads that rely only on basic session data, such as location and age, aligning with the General Data Protection Regulation (GDPR).
AI Challenges and Advertising Adjustments
Earlier this year, Meta suspended the use of European user data for training AI models due to regulatory concerns. This pause illustrates the tension between data privacy and innovation in the tech industry.
Meta’s “Pay or Okay” subscription model, launched in early 2024, also faced backlash for its pricing. Initially set at €9.99 per month, the fee for ad-free usage was reduced to €5.99 following criticism from consumer advocates. These changes reflect the growing influence of European digital regulations on Meta’s business model.
Meta’s regulatory issues are part of a larger global effort to rein in Big Tech companies. Google, Apple, and Amazon are also under scrutiny for their market practices. These cases, including Meta’s, could redefine competition policy and reshape how tech companies operate.
As Messenger’s updates aim to keep users engaged, Meta’s regulatory challenges could significantly impact its long-term strategy, particularly in markets like the EU, which accounts for 23% of its global revenue.
