Meta Platforms is rolling out a new 'Incognito Chat' feature for its AI assistant on WhatsApp. The feature is designed to address data privacy concerns by using private processing technology that ensures conversations remain invisible to anyone, including Meta itself.
According to a blog post: 'Your conversations are not saved and by default, your messages disappear - giving you a space to think and explore ideas without anyone watching.'
This move comes as users increasingly share sensitive personal, financial, or health information with AI assistants despite privacy concerns.
Will Cathcart, Head of WhatsApp, said: 'We're starting to ask a lot of meaningful questions about our lives with AI systems. It doesn't always feel like you should have to share the information behind those questions with the companies that run those AI systems.'
Currently, Incognito Chat is text-only; users cannot upload images. The AI also includes built-in safety guardrails to refuse problematic questions.
Meta plans to introduce a 'Side Chat' feature in the coming months, allowing users to get private assistance within any chat on WhatsApp.