According to documents reviewed by The Information, Meta is preparing a consumer AI agent codenamed Hatch that plugs into DoorDash, Etsy, Reddit, Yelp and Outlook, with a premium tier reportedly running up to $199.99 a month.
What Hatch is meant to do
The reporting describes a consumer agent, inspired by a Meta project referred to as OpenClaw, that can act across everyday services: ordering food, buying things, pulling information from Reddit and Yelp, managing an inbox, and offering a customisable dashboard with add-ons like a fitness tracker or trip planner. The ambition is an assistant that does the tedious online errands for you, and a subscription, reportedly tiered up to $199.99 a month, to pay for it.
The model underneath
Powering it is a new model internally codenamed Watermelon, said in the documents to match GPT-5.5 on Meta’s own benchmarks while using roughly ten times the compute of its predecessor, Muse Spark. That ratio is its own story: a tenfold jump in compute to reach parity with a model that is not even the current frontier is a reminder of how expensive these gains have become, and why Meta is suddenly so interested in charging for them.
Why Meta is doing this
This is Zuckerberg trying to turn Meta’s gigantic AI spending into revenue that does not depend on advertising. The awkward part is the price. Two hundred dollars a month to have a chatbot order your dinner and scroll Reddit for you is a bold ask from the company that spent a decade getting billions of people to do all of that themselves, for free, in exchange for their attention and data.
What this means
Treat the specifics as unconfirmed: Meta has not announced Hatch or Watermelon publicly and declined to comment, so the names, pricing and timing could shift. But the direction is clear enough. The big AI players are moving from selling raw models to selling finished, subscription-priced agents, and the opening prices are high. Whether anyone pays $199.99 a month for convenience they currently get for nothing is the real test.
Sources: The Information (documents); The Decoder; PYMNTS; TradingView. Details unconfirmed by Meta.