Meta’s new Hatch AI agent: Features, launch date and price explained

Meta is set to launch a consumer AI agent platform Hatch as early as September in a major push to expand its artificial intelligence ecosystem.

As reported by The Information, the upcoming AI agent platform works on the OpenClaw-style pattern. Though the launch date is not confirmed, it is reported that Hatch could launch in late August or early September.

The initiative is a part of Mark Zuckerberg’s broader push to turn AI research expenditures into a revenue stream, while moving beyond the advertising business.

Meta has considered a tiered pricing model to monetize the technology, introducing a premium subscription priced up to $199.99 per month for expanded usage capacity.

According to internal documents, the AI agent will be designed to navigate and interact directly with external platforms and web services, including Microsoft Outlook, Yelp, Reddit, Etsy and DoorDash.

Speaking about the customizable dashboard in the prototype, the users can view custom skills built by agents like travel planning and fitness tracking. Moreover, the parent company of Facebook also is preparing a feature for WhatsApp that will allow users to connect with third-party AI agents directly inside the app.

A limited user trial for the WhatsApp integration is scheduled to begin as early as the same week reported. A Meta spokesperson declined to comment on the internal documents.

Meta is targeting an October release for a new AI model codenamed "Watermelon.” However, it remains unclear whether it will be integrated into existing lines or launched as a standalone system.

In recent months, the tech giant has accelerated its development cycle to catch up with competitors like OpenAI and Anthropic by launching Muse Spark in April, Muse Spark 1.1 in July and Muse Spark 1.2 in August.