Meta's Hatch AI: New Agent for Instagram & WhatsApp

Meta is reportedly developing an AI agent called Hatch that can act for you. This AI agent could complete tasks for users across Instagram, WhatsApp, and other services. Hatch is designed to perform tasks on a user’s behalf, rather than just answer questions. For example, it could compare products, book a table, or follow up on a delivery. Unlike a traditional chatbot, an agent takes the next step instead of leaving the user to do it. Reports suggest Hatch is being developed as a consumer platform for Meta’s family of apps, with an initial release expected in the coming weeks. Meta is also exploring an agentic shopping experience for Instagram and a WhatsApp experience where users could chat with other AI agents. One report mentioned Meta explored a premium subscription costing up to $200 per month for higher usage tiers, but pricing is unconfirmed. The company is also working on an upcoming Meta AI model, codenamed Watermelon. The potential is significant, as shopping, scheduling, and customer support could become faster if an AI can complete tasks. This could change how you interact with your favorite apps.