Meta is developing an AI personal assistant, codenamed Hatch, designed to perform autonomous tasks such as booking appointments, online shopping, and calendar synchronization. The tool will be integrated into WhatsApp and Instagram, expanding upon the existing chatbot capabilities introduced by the company in 2023.
In June 2026, Meta launched its Business Agent globally across WhatsApp, Instagram, and Messenger to automate customer support and sales. Prior to this rollout, more than 1 million businesses had already utilized early versions of these agents during trials in India, Mexico, and Brazil.
Hatch expanded its testing in August 2026 to include shopping and calendar management features. The system is built on Meta’s Llama and Muse Spark models and is intended to coordinate with third-party applications, including ride-hailing and reservation platforms.
Internal discussions suggest a potential premium subscription tier for Hatch, which could cost up to $200 per month. This move marks a shift in Meta’s revenue model from an advertising-based approach toward subscription-based utility services.
