Meta has quietly integrated an AI chatbot into WhatsApp, subtly introducing billions of users to artificial intelligence
without much fanfare. Unlike traditional AI platforms like ChatGPT or Google Gemini that require users to intentionally seek them out, Meta’s approach blends AI directly into everyday messaging, making the experience feel natural and seamless.
The rollout of Meta's AI assistant—powered by its LLaMA (Large Language Model Meta AI)—began in 2023 but has only recently started appearing in some users' WhatsApp apps. Interestingly, this major development has largely flown under the radar, even within the AI community. Some users have even reported the feature disappearing after initially spotting it, adding to the mystery.
James Carson, co-founder of the AI-focused consultancy Agentic, expressed surprise on LinkedIn at the lack of discussion around this quiet rollout. He noted that the AI’s current capabilities feel like using an older version of ChatGPT, highlighting its familiar responses like beginning a scary story with the clichéd line, “It was a dark and stormy night.”
Carson also speculated that Meta might be moving toward more practical AI agents that handle tasks like setting appointments or managing to-do lists—similar to Google's direction with Gemini.
What makes Meta’s strategy unique is its immense user base across WhatsApp, Facebook, Messenger, and Instagram—totaling over three billion people. This gives Meta an unparalleled reach, eliminating the need to build hype or promote separate AI apps. Instead, they can integrate AI tools directly into platforms people already use daily.
If WhatsApp evolves into a primary interface for AI interaction, it could mark a shift away from search engines and standalone apps toward natural, chat-based engagements with AI—making intelligent assistance as simple as texting a friend.
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