WhatsApp is rolling out a new privacy-focused way to use Meta AI that lets users have conversations that Meta itself can’t even read.
The feature, called Incognito Chat with Meta AI, is built to give users a more secure space to ask sensitive or personal questions. Additionally, it ensures that no trace remains in their chat history or training data.
The feature uses WhatsApp’s existing end-to-end encryption. However, it extends this to AI conversations through Meta’s Private Processing technology. In this mode, messages sent to Meta AI are handled inside a secure environment. Meta says they are not stored and are automatically deleted after the session. Crucially, the company also claims these chats won’t be used to train its AI models.
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Meta says the idea is to make AI feel safer to use for topics people might normally hesitate to type into a chatbot. These could be health concerns, financial questions, work issues, or personal advice. While other AI apps offer “incognito” or private modes, Meta argues that those systems can still technically access both sides of a conversation. Its approach, however, avoids this issue.
Alongside Incognito Chat, Meta is also developing a second feature called Side Chat with Meta AI. This feature will let users privately interact with the AI inside ongoing conversations. For example, you’ll be able to ask Meta AI to summarise a chat or explain messages without leaving the thread. That feature is expected to roll out in the coming months.
Both tools are set to launch gradually across WhatsApp and the Meta AI app. They will expand over the next few months as Meta continues to integrate its AI assistant deeper into its messaging ecosystem.
The update arrives shortly after Meta began testing a more visible AI chatbot presence on Threads. This was met with some backlash from users unhappy about having Meta AI integrated into their social feeds.
With Incognito Chat, WhatsApp is clearly trying to reposition Meta AI as something more private and less intrusive. However, it remains to be seen how comfortable users will be with the idea of truly “unseen” AI conversations inside their messaging app.
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