Meta is preparing to launch a consumer artificial intelligence agent platform called Hatch in the coming weeks, according to reports citing internal documents.
Unlike traditional chatbots that simply answer questions, the planned platform is designed to perform tasks on a user’s behalf.
With user authorization, an AI agent can understand an intended goal, map out required steps, and carry out actions across connected platforms.
Potential capabilities also include product comparisons, table bookings, delivery tracking, and summarizing calendar entries or emails.
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Reports indicate Hatch would operate as a conversational assistant within platforms like Instagram and WhatsApp, where users describe desired tasks and grant specific account access permissions.
As part of this broader push into task-oriented AI, Meta is reportedly developing a conversational shopping feature for Instagram to assist users with discovering and purchasing items.
Separate reports show early concepts for WhatsApp that would allow individuals to chat directly with other AI agents.
While full release details remain unannounced by the company, according to other reports Meta has considered premium subscription tiers priced up to $200 per month for heavy usage.
Sources also indicate the company is working on an underlying Meta AI model codenamed Watermelon, targeted for an October timeframe.
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The transition from answering prompts to taking action introduces operational questions surrounding data access, storage, and permission management.
Businesses will also require oversight mechanisms to prevent unauthorized transactions, unintended messaging, and untracked actions.
The initial rollout of Hatch is expected to clarify Meta’s developer integration, pricing, and permission structures as the platform joins existing Meta AI features that already connect with services such as Gmail and Google Calendar.