Meta is preparing to launch Hatch, a consumer-facing AI agent platform, as soon as late August or early September, according to reports citing internal documents reviewed by The Information. Meta has not publicly confirmed the product, its launch date or its pricing.
Hatch is described as Meta’s consumer-oriented version of the independent OpenClaw AI agent. Reports have also linked Meta’s agent development to a smart shopping tool for Instagram that could help users search for products, compare options and make purchases.
The platform is reportedly being designed to interact with outside services such as DoorDash, Etsy, Reddit, Yelp and Microsoft Outlook, although those companies have not announced integrations with Hatch. Prototype interfaces reportedly include a customizable dashboard where users could access agent-created skills, such as fitness tracking and travel planning.
A potential $200 monthly price tag
Meta is reportedly considering a tiered subscription model, with its most expensive plan costing as much as $199.99 per month in exchange for higher usage limits and advanced capabilities. The company has not confirmed the pricing.
That price would put Hatch in a very different category from conventional consumer AI subscriptions, making the product’s ability to perform useful tasks, rather than simply generate text, critical to convincing users to pay. The move also fits CEO Mark Zuckerberg’s broader push to turn Meta’s substantial AI investment into revenue beyond advertising.
Meta shares climbed 1.66% to close at $559.02 on Monday, although the movement cannot be attributed solely to the reported Hatch plans. The stock remains down roughly 15% year-to-date.
WhatsApp could become another AI gateway
Meta is reportedly preparing a separate WhatsApp integration that would let users interact with third-party AI agents inside the messaging platform. A limited test could begin as soon as this week, according to The Information reports cited by Firstpost.
Together, Hatch and the WhatsApp effort suggest Meta is pursuing AI that can act across services rather than remain confined to a chatbot window.
Watermelon adds to Meta’s fast AI push
Meta is also reportedly targeting October for Watermelon, the internal codename for a model succeeding Avocado, which was released publicly as Muse Spark. Meta has not said what name Watermelon would carry if released or how it would be distributed.
The reported timetable follows a rapid series of AI releases. Meta introduced Muse Spark in April, followed by Muse Spark 1.1 in July and Muse Spark 1.2 and Muse Code in August. The company is simultaneously maintaining its open-model strategy with Muse Glimmer and plans for an open-weight version of Muse Spark 1.2.
For channel partners, Hatch’s significance will depend on whether Meta opens the platform to outside developers and service providers. Third-party access could create integration, governance and managed-service opportunities, but partners will need clearer information about permissions, data handling and liability before supporting agents that can act across customer accounts.
Read more: Meta’s reliance on Microsoft Azure shows how cloud and infrastructure providers can benefit from the spending behind its expanding AI product lineup.