Meta has unveiled Project Hatch, a personal AI assistant designed to perform tasks on behalf of users, such as booking restaurants, managing calendars, and shopping online, accessible through WhatsApp and Instagram. The company launched its Business Agent globally in June 2026, with over one million businesses having adopted early versions of its AI agents before the rollout. A premium tier potentially costing up to 200 dollars per month is being considered for full access to Hatch’s features. Meta holds a considerable distribution advantage with over 2 billion users on WhatsApp, positioning this as a potential new revenue stream based on utility rather than advertising.
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