Insider documents reveal that Meta is gearing up to launch a consumer-focused version of the OpenClaw derivative AI smart assistant product, with the premium version potentially hitting a subscription fee of up to $200/month, which is on par with the flagship paid products from top AI giants.

The scoop from the mag says that the internal docs reveal this product is tentatively named Hatch, and it's gonna roll out a tiered pricing scheme, with the top-tier membership going for $199.99/month, which gives access to higher usage quotas; however, the final price tag is still up in the air.

From the screenshots of the beta version, Hatch covers a wide range of functionalities: it can quickly generate software through natural language programming, and also help users plan their calendar and send emails. Users just need to issue commands in everyday speech, like 'Help me make a fitness tracking app,' and Hatch will automatically create a runnable application, following the logic of visual programming software.

After launching the paid premium version, Meta will compete head-to-head with top AI companies like OpenAI and Anthropic. These companies' AI programming and intelligent assistants have already amassed large paying user bases: OpenAI's ChatGPT Pro and Anthropic's Claude Max package are both priced at $200/month.

Previous reports indicated that Hatch is essentially the civilian version of the open-source project OpenClaw. OpenClaw has been very popular in tech circles, but its entry barrier is complex. This new product is a key part of CEO Mark Zuckerberg's strategy: to create new revenue streams to offset the company's massive investments in AI computational infrastructure and large model development.

Internal project documents from April to May show that Hatch adopts OpenClaw's modular design: it comes with a customizable control panel that centrally displays various AI-generated tools; the product features a modular 'skill plugin' system, allowing various extension plugins to enable AI to connect to third-party software, automate processes, and link with external services. With plugins, customized tasks can be accomplished, such as generating a multinational travel itinerary with one click.

The underlying model of the product.

Insiders revealed that during the product development phase, Hatch integrated two large models from Anthropic: Claude Opus 4.6 and Sonnet 4.6; after the official launch, it will switch to Meta's latest self-developed large model, Muse Spark.

In the April internal product marketing memo, product manager Jennifer Lin stated that the team is still iterating and improving the 'skill plugin' smart execution capabilities. The product brand name has not been finalized; 'Meta AI Skill' is not the final name.

Internal documents show that Meta originally planned a U.S. launch in April; however, an early May internal document adjusted the plan: initially, they will invite about 10 companies for a small-scale beta test, and after finalizing the brand and product name in July, they will fully launch, though the launch date is still uncertain.

Meta plans to launch a paid tier called Hatch Plus premium membership: the daily computational capacity will be 5-10 times that of the free version; after the billing cycle ends, the token quota will automatically reset and cannot be carried over. The pricing model will be comparable to mainstream products like Claude and ChatGPT.

Zuckerberg stated that Meta is simultaneously developing AI agents for both personal and enterprise use, which is also the core of his 'personal superintelligence' strategic vision. In the April Q2 earnings call, he mentioned: 'Our goal is not just to create an AI chat assistant, but to develop an intelligent agent that understands user objectives and can autonomously execute tasks around the clock.'

Zuckerberg also mentioned a visual autonomous programming feature: whether individual users or enterprises use AI assistants to bring ideas to life, this tool will spawn a large number of entrepreneurs, enabling products that previously could not be realized due to a lack of development tools.

Meta continues to invest heavily in chips, computational infrastructure, and large model development to accelerate the commercialization of AI technologies. The company expects total revenue to exceed $200 billion in 2025, but nearly all revenue will depend on advertising; investors are pressuring for new revenue streams to cover high capital expenditures. Meta estimates that capital investment in 2026 could reach $145 billion, about double the investment scale of 2025.

Currently, Meta has gradually launched multiple AI paid services, including the Meta AI chatbot subscription package available across Facebook, Instagram, and WhatsApp platforms. This week, Meta announced an upgrade to the commercial AI assistant product line: the enterprise intelligent assistant will land on Instagram, and an independent Meta business intelligence assistant open platform will be launched.

This commercial assistant can automatically recommend products, facilitate orders, schedule services, answer customer inquiries, and send personalized marketing texts. It can also generate overnight customer service summary reports and business data analyses for merchants; currently, the commercial tools are free, but Meta plans to launch a paid subscription in the coming months.

Unlike the commercial assistant that operates solely within the Meta ecosystem, Hatch can be used across the entire internet environment.