BRUSSELS (Reuters) -Apple has won an exemption for its iMessage and Microsoft for its Bing search engine from new EU tech rules after the companies convinced antitrust regulators their services are not gateways for businesses to reach end-users.

The European Union's Digital Markets Act (DMA), which takes effect in three weeks' time, requires Microsoft, Apple, Alphabet's Google, Amazon, Meta Platforms and ByteDance to allow third-party apps or app stores on their platforms and make it easier for people to switch to rivals.

The companies are also prohibited from favouring their services over rivals.

Following a five-month investigation, the European Commission found iMessage, Bing, Edge and Microsoft Advertising "did not qualify as gatekeeper services," the EU executive said in a statement.

The Commission said Apple's App Store, iOS operating system and Safari browser will continue to be classified as gatekeepers as will Microsoft's Linkedin social network and Windows operating system.

It made "a thorough assessment of all arguments, taking into account input by relevant stakeholders", the Commission said without providing details of the companies' arguments.