Meta is reportedly preparing to launch a consumer-focused artificial intelligence agent internally known as Hatch, potentially within the next few weeks, as the company accelerates efforts to turn its expanding AI capabilities into products used for everyday tasks.

According to internal documents reviewed by The Information and cited by Firstpost, Hatch could allow users to access different AI-powered tools from a central interface and have agents interact with external websites and services. Meta is also reportedly developing a new AI model, codenamed Watermelon, with a possible October release.

The developments underline Meta CEO Mark Zuckerberg’s broader push to expand the company’s AI business beyond its traditional advertising-led model.

Hatch could go beyond chatbots

Early versions of Hatch have reportedly been trained to interact with services including DoorDash, Etsy, Reddit, Yelp and Outlook. This suggests that Meta’s focus is shifting from AI systems that simply generate text or answer questions towards agents capable of carrying out tasks across digital platforms.

The reported interface could include a customisable dashboard where users access different tools or “skills” created by AI agents. Potential uses could include fitness tracking, travel planning and other everyday activities.

Meta has not publicly confirmed the product or its launch plans. A company spokesperson reportedly declined to comment on the reported development.

Subscription model reportedly under consideration

Meta is also said to be exploring a subscription model for Hatch, with different levels of access potentially based on usage limits.

According to the reported documents, the highest-priced plan could cost as much as $199.99 per month, although the pricing structure remains unconfirmed and could change before any public launch.

If introduced, such a model would mark another attempt by Meta to generate direct revenue from its growing investment in artificial intelligence, rather than relying entirely on advertising.

WhatsApp could become an AI platform

Meta is reportedly working on another AI-agent initiative involving WhatsApp. The company could allow users to connect with and communicate with other AI agents through the messaging platform.

A limited rollout to a smaller group of users could reportedly begin soon.

The move would potentially give Meta a significant distribution advantage by placing AI agents inside a service already used by billions of people globally. Instead of requiring users to download or open separate AI applications, Meta could make agents accessible through platforms such as WhatsApp.

Watermelon AI model planned

Alongside Hatch, Meta is reportedly targeting October for the release of another AI model internally known as Watermelon.

It remains unclear whether Watermelon will become part of Meta’s Muse family of models or be released as a separate system. The reported timeline could also change as development continues.

Meta has been increasing the frequency of its AI releases as it competes with major players such as OpenAI and Anthropic.

Meta expands agentic AI efforts

The reported Hatch and Watermelon plans follow a series of AI developments from Meta in recent months.

In April, Meta introduced Muse Spark, described as its first model developed by Meta Superintelligence Labs. The multimodal reasoning model was designed with tool use and multi-agent systems in mind.

The company subsequently released Muse Spark 1.1 in July, followed by Muse Spark 1.2 and Muse Code in August. These releases have increasingly focused on coding, computer use and agentic capabilities.

Meta has simultaneously continued working on open AI models. The company recently introduced Muse Glimmer and has indicated plans to release an open-weight version of Muse Spark 1.2.

AI agents become next battleground

The reported development of Hatch reflects a broader shift in the AI industry towards agentic AI, where systems are designed not merely to respond to prompts but to complete multi-step tasks using digital tools.

For Meta, integrating such capabilities into consumer products could provide a new way to deepen engagement across its ecosystem while creating potential subscription and commercial opportunities.

However, the details surrounding Hatch, including its final features, launch date, pricing and availability, have not been officially confirmed. The reported plans therefore remain subject to change.