TLDRs;
- Meta is testing AI chatbots that can message users first on Messenger, WhatsApp, and Instagram.
- The bots remember previous chats and offer follow-up messages if users engage frequently.
- Safety concerns are rising as the bots mimic personal conversations but aren’t trained professionals.
- Meta may eventually monetize these bots through ads, subscriptions, or integration with other platforms.
Meta is rolling out a new approach to keep users glued to its platforms by introducing AI chatbots that can reach out to people first.
The tech giant is currently testing proactive messaging features across Facebook Messenger, WhatsApp, and Instagram, allowing AI personas to initiate conversations and even recall details from earlier chats.
Bots That Start the Conversation
One such AI persona, dubbed “The Maestro of Movie Magic,” might send users an unexpected message like: “I hope you’re having a harmonious day! Have you discovered any new favorite soundtracks lately? I’d love to offer some movie night suggestions.”
This sample message, revealed in internal guidelines viewed by Business Insider, highlights how Meta’s AI companions are designed to be engaging and highly personal.
The proactive bots are being developed in partnership with data labeling firm Alignerr. Leaked documents show that Meta is training these bots to remember user interactions and follow up accordingly. Users can create their own AI personas through Meta’s AI Studio, deciding whether to keep them private or share them via stories, links, or profile pages.
Rules for Reaching Out
Meta confirmed it was testing these follow-up features with limitations in place. Bots can only message users within 14 days of an initial conversation and only if the user has sent at least five messages during that window. If there’s no response to the first follow-up, the bot won’t send more messages.
According to a Meta spokesperson, the aim is to let people “continue exploring topics of interest and engage in more meaningful conversations with the AIs across our apps.”
This strategy mirrors that of other AI-based platforms like Replika and Character.AI, which also offer companion-style chatbots capable of initiating dialogue.
Safety Concerns Resurface
Still, the move isn’t without controversy. Character.AI is currently facing a lawsuit after one of its bots was allegedly involved in the death of a 14-year-old boy. When asked about safety protocols, Meta pointed to several disclaimers on its platforms warning users not to rely on AI responses for serious matters. These notices clarify that chatbots are not certified professionals and should not replace expert advice in areas like health, law, or finance.
So far, Meta has not publicly set age limits for engaging with its AI bots, although some U.S. jurisdictions such as Tennessee and Puerto Rico restrict teen interactions with AI.
Monetization May Follow
At a glance, the new chatbot initiative appears aligned with CEO Mark Zuckerberg’s public commitment to tackling loneliness and promoting connection. However, the business implications are significant. In recently unsealed court documents, Meta estimated its generative AI products could drive up to $3 billion in revenue in 2025, ballooning to $1.4 trillion by 2035.
A large portion of that could come from monetizing interactions with chatbots through ads, subscriptions, or licensing its Llama AI models to partners.
When pressed on whether these proactive bots would eventually show ads or become part of Meta’s broader virtual world strategy via Horizon, the company declined to comment. That said, as the AI arms race heats up, Meta’s chatbots are poised to blur the line between helpful assistants and persistent digital companions. Whether users will embrace the shift remains to be seen.
