According to internal documents, Meta Platforms, Inc. is planning to launch a consumer version of its AI assistant derived from OpenClaw, with a premium subscription tier potentially priced as high as $200 per month, positioning it against the flagship paid products of leading AI giants.
Information from project documents and sources indicates the product, currently codenamed Hatch, will feature a tiered pricing structure, with a top-tier membership potentially set at $199.99 monthly for higher usage allowances, though final pricing is not yet confirmed.
Screenshots from a beta version show Hatch's broad functionality: it can generate software through natural language visual programming, help users plan schedules, and send emails on their behalf. Users can simply give everyday spoken commands, such as "make me a fitness tracking app," and Hatch will automatically generate a functional application tool, operating on logic similar to visual programming software.
By launching this high-end paid version, Meta will compete directly with top AI firms like OpenAI and Anthropic, whose AI coding and assistant products already have large paid user bases. OpenAI's ChatGPT Pro and Anthropic's Claude Max plan are both priced at $200 per month.
Previous reports have noted that Hatch is essentially a consumer-facing version of the popular but complex open-source project OpenClaw. This new product is a key part of CEO Mark Zuckerberg's strategy to create new revenue streams to help offset the company's massive investments in AI computing infrastructure and large language model development.
Internal documents from April-May show Hatch retains OpenClaw's modular design, featuring a custom control panel to display AI-generated tools and a modular "skill plugin" system. These plugins enable the AI to connect with third-party software, automate workflows, and link to external services, allowing for customized tasks like generating a multi-country travel itinerary with one click.
Underlying Technology
Sources familiar with the matter say that during development, Hatch utilized Anthropic's Claude Opus 4.6 and Sonnet 4.6 models. Upon public launch, it is expected to switch to Meta's latest in-house model, Muse Spark.
An internal marketing memo from April shows product manager Jennifer Lin stated the team is still refining the intelligent execution capabilities of the "skill plugins," and the product branding, tentatively referred to as "Meta AI Skills," is not yet finalized.
Internal materials indicate Meta originally planned a U.S. launch in April. A separate document from early May adjusted the plan: a limited beta with about 10 invited companies will come first, with a full launch following brand and product name finalization in July, though the timeline remains subject to change.
Meta plans to offer a paid tier called Hatch Plus, providing 5 to 10 times the daily computing power quota of the free version. Usage tokens will expire at the end of the billing cycle and cannot be rolled over, a charging model aligned with mainstream products like Claude and ChatGPT.
Zuckerberg has stated that Meta is developing AI agents for both consumers and businesses, a core part of his vision for "personal super intelligence." During the Q2 earnings call in April, he mentioned, "Our goal isn't just to build an AI chatbot, but an agent that understands a user's goals and can autonomously execute tasks around the clock."
He also highlighted the visual autonomous programming feature, suggesting this tool will empower many entrepreneurs, enabling the creation of products that were previously impossible due to a lack of development tools, whether for individual users or businesses implementing ideas with the AI assistant.
Meta continues to invest heavily in chips, computing infrastructure, and model development to accelerate AI commercialization. While the company's total revenue surpassed $200 billion in 2025, it remains heavily reliant on advertising. Investors are pressuring the company to develop new revenue streams to cover high capital expenditures, with Meta estimating its 2026 capital investments could reach $145 billion, roughly double the 2025 level.
Meta has already launched several AI paid services, including a Meta AI chatbot subscription accessible across Facebook, Instagram, and WhatsApp. This week, the company announced upgrades to its commercial AI assistant product line, integrating a business assistant into Instagram and launching a standalone Meta Business Assistant open platform.
This commercial assistant can automatically recommend products, facilitate orders, schedule services, handle customer inquiries, send personalized marketing messages, and generate overnight customer service summaries and business data analysis for merchants. The commercial tools are currently free, but Meta plans to introduce a paid subscription in the coming months.
Unlike the commercial assistant, which operates only within the Meta ecosystem, Hatch is designed to work across the entire internet.
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