Meta's paid AI agent Hatch launches soon, with a new model called Watermelon due in October

Internal documents reveal Meta Platforms plans to launch its paid AI agent Hatch within weeks, with a new model named Watermelon arriving in October. This consumer version of the OpenClaw agent supports Zuckerberg’s strategy to generate revenue from heavy AI investment beyond advertising. Reports suggest Meta considers a tiered pricing structure, potentially charging up to $199.99 monthly for premium subscriptions. The agent will integrate with external services like DoorDash, Etsy, Reddit, Yelp, and Outlook to provide custom features such as fitness tracking or trip planning. Whether Watermelon joins the Muse model family or ships independently remains unclear. Meta also builds a WhatsApp platform allowing users to connect additional AI agents.

The move signals a shift toward direct consumer monetisation of AI tools rather than relying solely on ad revenue. Meta aims to turn its infrastructure into a revenue stream similar to Apple’s Siri or Google’s Assistant. The high price point indicates a focus on power users willing to pay for automation. Integration with WhatsApp suggests an attempt to capture users in a messaging environment where AI agents can offer practical utility. The uncertainty around the Watermelon model architecture leaves technical specifics open for future announcements.