Meta is launching a feature for WhatsApp users called Incognito Chat with Meta AI, allowing private conversations that are end-to-end encrypted. The feature enables users to interact with the AI assistant without any possibility of Meta accessing the content, reinforcing user privacy.
Incognito Chat was announced during Meta’s LlamaCon generative AI conference in April 2025. The technology behind the feature utilizes Meta’s Private Processing technology, ensuring that messages exchanged are handled in a secure environment without external access.
According to Meta, messages in Incognito Chat are not saved and disappear by default, preventing their use in training the company’s AI models. The company indicated that other applications claiming to offer incognito conversations still have access to both sides of those exchanges.
The rollout of Incognito Chat for WhatsApp and the Meta AI app will occur gradually over the coming months. Meta is also developing another feature called Side Chat with Meta AI, which will enable users to ask the AI questions about their conversations or request summaries of messages. This feature is also expected to launch in the coming months.
This announcement follows the public testing of a Grok-style Meta AI chatbot on Threads. The testing faced backlash from users opposing the integration of Meta AI, particularly due to the inability to block the @meta.ai account on that platform.
