Meta Platforms plans to release its consumer AI agent platform called Hatch within the next several weeks, according to a report from The Information, citing internal documents.
The company is also working toward an October release for its newest AI model, named Watermelon, the reports said.
Hatch represents the consumer version of Meta's OpenClaw AI agent — a more ambitious product that signals Meta's push to build AI-powered services that go beyond its core advertising business. The platform is part of CEO Mark Zuckerberg's broader strategy to generate revenue from the company's massive AI investments.
The Information earlier reported that Meta explored a tiered pricing structure for the service. The company has considered charging as much as $199.99 per month for a premium subscription tier that would offer higher usage limits — putting it in direct competition with premium AI subscriptions from competitors like OpenAI, Anthropic, and Google.
Meta's entry into the consumer AI agent space comes as the company has already seen significant traction with its business-focused AI tools. Meta said its business AI tools reached 10 million weekly conversations by late March 2026, up from 1 million at the start of the year — a tenfold increase in just three months.
The launch of Hatch would mark a significant expansion of Meta's AI ambitions, moving the company from being primarily an AI-powered advertising platform to offering direct-to-consumer AI services. This shift could help diversify Meta's revenue streams as the company faces increasing regulatory scrutiny and competition in its core social media and advertising businesses.
The new AI model Watermelon, expected to power Hatch, would represent Meta's latest attempt to build competitive foundation models in a market increasingly dominated by players like OpenAI, Anthropic, and Google DeepMind. Meta has been investing heavily in AI infrastructure, including its custom MTIA chips and plans for massive data center capacity.
The competitive dynamics in consumer AI services are intensifying rapidly, with multiple companies vying to become the default AI assistant for consumers. Meta's advantage lies in its massive user base across Facebook, Instagram, WhatsApp, and Messenger, which could provide a built-in distribution channel for Hatch.
