Meta announces paid AI agent service ($199.99/month)

Meta is planning to roll out its own paid AI assistant named Hatch “within the coming weeks,” reports The Information. Hatch is an adaptation of the company’s internal OpenClaw AI agent that aims to generate revenue from Meta’s AI research. The service costs $199.99/month for a premium subscription.

1Integrations and Features

Hatch allows users to integrate third-party apps like DoorDash, Etsy, Reddit, Yelp, and Outlook. Users can also use Hatch to create travel plans, monitor their fitness goals, and automate other tasks via a customizable interface. Hatch is competing directly with ChatGPT Plus and Claude Pro.

2The Watermelon Model and WhatsApp Platform

Meta will launch a new AI language model dubbed Watermelon in October 2026. It’s unknown if this model will be part of the Muse family of models or a standalone offering. The company is also developing a WhatsApp platform that lets you link several AI agents at once.

3A Strategy Beyond Advertising

Meta’s plan to introduce Hatch is part of CEO Mark Zuckerberg’s push to expand Meta’s business beyond advertising. While ads remain Meta’s primary source of revenue, it’s also looking to create a secondary revenue stream through AI subscriptions. That’s what OpenAI, Anthropic, and Google are doing too. An AI agent that integrates with delivery platforms and online marketplaces sets a high standard for the industry. You can’t just have a smart chatbot these days.