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Meta Platforms has introduced a new feature called “Incognito Chat” for its AI assistant on WhatsApp, aiming to strengthen user privacy and address growing concerns around data security.
The company announced that this new mode is built using its private processing technology, designed to ensure that conversations remain completely confidential — even Meta itself cannot access them.
According to Meta, chats conducted in incognito mode will not be stored, and messages will automatically disappear by default. This allows users to explore ideas, ask questions, and interact with AI freely without leaving a digital footprint.
The feature arrives at a time when more users are turning to AI assistants for help with personal, financial, health, and work-related matters, raising questions about how such sensitive information is handled.
Speaking during a media briefing, WhatsApp head Will Cathcart highlighted the shift in how people use AI. He noted that users are increasingly asking meaningful and personal questions, and shouldn’t feel obligated to share that data with tech companies in the process.
Meta clarified that while interactions with its AI tools may sometimes be used to improve system performance, personal WhatsApp chats remain protected by end-to-end encryption and are not used for AI training.
At launch, the Incognito Chat feature will support text-only interactions, meaning users won’t be able to share images or media files. Cathcart also confirmed that the AI will include built-in safeguards, preventing harmful or inappropriate responses and guiding conversations responsibly.
Looking ahead, Meta revealed plans to roll out another feature called “Side Chat”, which will allow users to access private AI assistance within any ongoing WhatsApp conversation.
The introduction of Incognito Chat marks a significant step in Meta’s push toward privacy-focused AI experiences, as the company competes to build trust in an increasingly AI-driven world.
