Meta Eyes $200-Per-Month Price Tag for Hatch AI Agent

Meta is weighing an up to $200-per-month subscription for its consumer artificial intelligence agent, The Information reported Wednesday (June 3).

Such a price tag would rival high-end offerings from established AI agents, the report said, citing internal documents and an unnamed source.

Meta’s AI agent, dubbed Hatch, could roll out with tiered pricing, including a $199.99 premium subscription that would allow for higher usage limits, according to the report.

Images of test versions seen by The Information show Hatch handling a variety of tasks such as vibe coding new software tools or sending emails on users’ behalf, the report said.

Charging for a premium version of the tool would put Meta more directly in competition with AI companies like Anthropic and OpenAI, which already have large bases of customers for their AI agents and coding tools. Both startups charge $200 per month for their premium subscriptions, per the report.

Reports of Hatch first surfaced last month, along with the news of a similar product, codenamed Remy, being developed by Google.

“Both companies are reacting to the same event,” PYMNTS reported May 6. “In January, an Austrian developer named Peter Steinberger released a free tool called OpenClaw that let people send a message on WhatsApp or Telegram and have software handle the rest, such as booking a meeting, drafting an email or running an errand online while they slept.”

OpenClaw became one of the fastest-growing pieces of software in the history of the internet, racking up more than 3 million users in a matter of weeks.

However, Google and Meta have an edge because of “where these products live,” the report said. While OpenClaw requires installation on a personal computer, Remy is part of an app Android users already have, and Hatch will run inside Instagram, where more than 2 billion users spend time each day.

That positioning is in line with where consumer behavior is headed, with PYMNTS Intelligence showing that over 60% of consumers in the United States used a dedicated AI platform in the last year.

“Neither Google nor Meta faces the cost problem that ended OpenClaw’s cheap access,” the report said. “Both own the computing infrastructure that their assistants run on. When Anthropic raised the price of running OpenClaw, millions of users were left without an affordable option. Google and Meta are building for exactly that audience into the places those users already are.”

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