Meta is set to launch a new AI agent platform titled ‘Hatch’ in the coming weeks as part of a push to diversify its business from a reliance on digital advertising money, according to a report.
Documentation reviewed by The Information, outlines the platform as a consumer-friendly version of the OpenClaw AI agent designed to handle everyday tasks including sending emails to calendar scheduling, write code and even navigate external services like DoorDash, Etsy, Reddit, and Yelp. OpenAI acquired OpenClaw earlier this year.
The Information also reported that Meta is getting ready to release a platform on WhatsApp that would allow users to integrate other AI agents and chat with them through the messaging service. A rollout to a smaller group of users is, according to The Information, planned for as soon as this week.
Documentation seen by The Information stated that Hatch’s release is set for late August or early September. The Information also previously reported that Meta is considering charging up to $199.99 for a premium monthly subscription of the model, which would include higher usage limits compared to lesser tiers.
Alongside Hatch, Meta is targeting an October 2026 release for a new major AI model codenamed Watermelon, however details are scarce.
Meta declined to comment on the report when approached by B&T.
It wouldn’t be the first AI model release from Meta in recent months.
The tech giant launched Muse Spark in April, its first model from Meta Superintelligence Labs. It quickly followed with the launch of Muse Spark 1.1 in July — an upgraded version specifically for coding, computer use and other agentic tasks.
A month later, Meta released Muse Spark 1.2 alongside Muse Code, a coding agent designed to handle software-engineering tasks.
At the beginning of August the company also released Muse Glimmer, a relatively small open model, while CEO Mark Zuckerberg published an essay arguing for broader access to open-source AI. The company also said it would release an open-weight version of Muse Spark 1.2.
Separately, AI image generation model Image Muse was launched in July, but quickly pulled after criticism from politicians and legal experts, who questioned whether allowing anyone to reference a person’s public profile without explicit consent created significant legal and reputational risks.
Meta’s Q2 financial results reported that it made $60.8 billion in revenue during the quarter. Advertising delivered more than 97 per cent of the total.
Hatch could serve as an attempt to diversify its revenue streams further.
The Q2 results also shared that the number of ad impressions Meta serves across its apps —Facebook, Instagram, WhatsApp and Messenger—grew by 11 per cent. The average price advertisers are paying per ad increased by 9 per cent.
