Meta Platforms has unveiled a new privacy-focused feature on WhatsApp called “Incognito Chat,” designed to give users more secure and temporary conversations with the platform’s AI assistant.
The new feature comes as concerns continue to grow globally over how artificial intelligence systems collect, store, and process personal information shared during chatbot interactions.
According to Meta, Incognito Chat creates a private AI conversation environment where messages are not stored and disappear automatically after the session ends. The company says the chats are processed using its “Private Processing” technology, meaning even Meta itself cannot access the content of conversations.
The privacy tool is being rolled out gradually across WhatsApp and the standalone Meta AI app over the coming months. Initially, the feature will support only text-based conversations, while image uploads and AI-generated visuals remain unavailable in Incognito mode.
Meta says the update is aimed at helping users feel more comfortable asking sensitive questions related to finances, health, work, and personal matters without worrying about long-term data storage or surveillance.
The company also announced plans to introduce a related feature called “Side Chat,” which would allow users to privately interact with Meta AI alongside ongoing WhatsApp conversations without exposing those interactions to other participants in the chat.
The launch reflects increasing competition among major AI companies to strengthen user privacy protections. Platforms such as OpenAI’s ChatGPT and Google’s Gemini already offer forms of temporary or private chat modes, although Meta claims its system provides deeper encryption and stricter data isolation.
Despite the announcement, privacy experts remain cautious. Critics have previously raised concerns over Meta’s broader data practices and the security risks associated with cloud-based AI systems. Some analysts argue that while encrypted AI chats improve confidentiality, no online system is entirely immune from cybersecurity threats.