Meta Building AI Agent Platform Hatch for Instagram, WhatsApp

The platform is expected to debut within weeks, according to reports citing internal documents, and will operate as a conversational assistant inside Instagram and WhatsApp. Users would describe a task, such as comparing products or booking a table, and grant the AI permission to access specific accounts and services like DoorDash and Yelp.

Meta has considered a tiered subscription model, with the highest tier costing $199.99 per month for heavy usage, though the company has not announced final pricing or a release date. The underlying AI model, codenamed Watermelon, is reportedly targeted for an October launch.

Beyond Hatch, Meta is developing a conversational shopping feature for Instagram to help users discover and buy items, and early concepts for WhatsApp would allow individuals to chat directly with other AI agents. These efforts build on existing Meta AI integrations with Gmail and Google Calendar.

The shift from answering questions to taking actions raises questions about data access, storage, and permission management. Businesses will need oversight mechanisms to prevent unauthorized transactions, unintended messaging, and untracked actions, according to sources familiar with the plans.