Meta-owned WhatsApp has introduced a new private chat feature for its AI chatbot, giving users an “incognito” mode designed to keep conversations completely confidential.
With this feature enabled, neither the user’s chats nor the AI’s responses will be stored or monitored by the company. Conversations will also disappear afterward, leaving no visible history behind.
According to Will Cathcart, the update was created because many people want to discuss sensitive topics such as health, relationships, and financial matters with AI without worrying about their information being accessed later.
However, some cybersecurity experts have raised concerns about the possible risks attached to the new system. Alan Woodward explained that while the feature may improve privacy, it could also reduce accountability if problems occur during conversations with the AI.
He pointed out that if messages disappear completely and cannot be retrieved by either the user or Meta, it may become difficult to investigate situations where harmful advice or AI errors contribute to serious consequences.
Meta, which also owns Facebook, Instagram, and Messenger, first added Meta AI to WhatsApp in 2024. At the time, many users criticized the company because the AI feature could not be disabled.
Despite the criticism, Meta CEO Mark Zuckerberg revealed in May 2025 that Meta AI had already reached over one billion users across the company’s platforms.
Zuckerberg described the new incognito feature as the first major AI product where conversations are not stored on company servers. Cathcart also explained that although the technology is different from WhatsApp’s regular end-to-end encryption, it offers a similar level of privacy protection.
For now, the private AI mode will only support text conversations and not images. Meta also stated that its AI safety systems will remain strict and avoid responding to requests that appear harmful, dangerous, or illegal.
Meanwhile, analysts believe Meta’s heavy investment in artificial intelligence shows the company is determined to strengthen its digital empire. Reports suggest the company could spend as much as $145 billion on AI infrastructure in 2026 as it competes to dominate the future of AI-powered advertising, communication, and online commerce.
