Hatch, Meta's Secret Project That Could Change WhatsApp and Instagram

Meta is reportedly working on a new generation of AI-based tools capable of performing operations on behalf of users, without requiring continuous instructions or manual interventions during the process. According to reports from The Information, the company is engaged in the development of at least two new projects related to "agentic" artificial intelligence, which are systems capable not only of responding to requests or inquiries but also of autonomously executing specific tasks.

One of these tools would be named Hatch and would be integrated within Meta's applications. The system would operate through conversational prompts provided by users, and then it would be able to complete operations independently, leveraging connections with various digital tools and services.

The concept is similar to that of other existing AI agent platforms designed to interact with workflows and business processes without the need for constant supervision. In practice, rather than merely suggesting information or providing answers, these systems could interpret a goal and automatically perform all necessary actions to achieve it.

Applications of Meta's New AI Agents

Within the Meta ecosystem, this technology could be utilized for numerous activities. Among the hypothesized examples are the automatic creation of summaries of conversations from Messenger, WhatsApp, and other group apps, analysis of competitor promotions, monitoring user questions about specific products, and even generating ideas for advertising campaigns.

The system could also identify trending topics and create content consistent with current trends, or automatically send birthday messages to users on their special day.

Meta is also reportedly working on a feature dedicated to shopping on Instagram. This tool would allow users to delegate product searches, price comparisons, and even purchase completion to artificial intelligence.

In a scenario described in the report, a user could see a product within Instagram Reels, ask the AI assistant to find it online at the best price, and directly authorize the system to proceed with the order, all without leaving the application. The goal would be to transform Meta's platforms into increasingly automated environments.