Meta to develop an AI agent platform Hatch for task completion

Meta is reportedly preparing to launch a new consumer artificial intelligence platform called Hatch, with the service expected to arrive in the coming weeks. According to reports based on internal documents, the platform is being developed to move beyond conventional chatbots by allowing AI to perform tasks for users rather than simply responding to questions.

Hatch is expected to function as an AI agent that can understand a user’s objective, determine the steps needed to complete it and carry out those actions after receiving the required permissions. This approach could allow users to rely on the assistant for practical activities such as comparing products, making restaurant reservations, tracking deliveries and organizing information from calendars and emails.

Reports suggest that Hatch could be integrated into Meta’s widely used platforms, including Instagram and WhatsApp. Users would be able to describe what they want the AI to accomplish through a conversational interface and provide permission for the agent to access specific accounts or services. The system would then attempt to complete the requested task within the limits authorized by the user.

Meta is also reportedly exploring additional AI-powered shopping features for Instagram. The planned tools could help consumers discover products, compare options and potentially complete purchases through conversational interactions, further expanding the role of AI within the company’s social media platforms.

WhatsApp is also being considered as part of Meta’s broader agent-focused strategy. Early concepts reportedly involve allowing users to communicate directly with other AI agents, creating a system in which multiple automated assistants could interact with users and potentially with one another.

Details about Hatch’s launch date, availability and pricing have not been officially announced by Meta. However, reports suggest the company has considered premium subscription plans that could cost as much as $200 per month for users requiring higher levels of AI usage.

Meta is also reportedly developing an underlying AI model known internally as Watermelon, which could support the company’s next generation of AI services. The reported development reflects Meta’s efforts to compete in the rapidly expanding market for autonomous AI agents.

The shift toward AI systems that can take actions on behalf of users also creates new challenges around privacy, security and permissions. Giving an AI agent access to email accounts, calendars, shopping services or other platforms could create risks if the system performs an unintended action or receives broader access than necessary.

Businesses using such technologies will also need effective controls to monitor automated activities and prevent unauthorized transactions, messages or changes to important information. Clear permission systems and user oversight will therefore be important as AI agents become more capable.

Hatch could represent a significant step in Meta’s strategy to make artificial intelligence a more active part of everyday digital life. Its initial rollout will likely provide more information about how Meta handles developer integrations, pricing, permissions and user control as the company expands its existing Meta AI ecosystem.