Meta has introduced a new privacy-focused feature for WhatsApp called Incognito Chat, designed for conversations with Meta AI in a more isolated environment. The update is part of a wider strategic shift as companies push for tighter control over AI chat privacy and data storage practices.
Incognito Chat allows users to interact with Meta AI in a separate mode built for privacy. The feature runs on Meta’s private processing system in isolated, encrypted environments known as Trusted Execution Environments.
Meta says chats in this mode are not visible to the company or third parties. Messages are not stored after the session ends. Each conversation is deleted once it is closed.
Most AI tools store user prompts and responses for training or system improvement. The tech giant claims Incognito Chat works differently. It avoids long-term storage and keeps sessions temporary. WhatsApp already uses similar private processing for features like writing assistance and chat summaries. Incognito Chat expands this system to direct AI conversations.
Meta says the feature is rolling out step by step on Android and iOS. Users need to update WhatsApp to the latest version to access it. The feature is not available to all users yet. Availability depends on region and account rollout. Users who receive it will see a dedicated option to start a private AI chat with Meta AI.
Meta says independent security firms NCC Group and Trail of Bits have reviewed the system. The company says these audits confirm strong privacy and security standards.
The launch highlights the huge pressure on Tech companies to improve privacy in AI tools. User trust depends on clear, transparent data handling, even with encryption and isolated systems. The trend also shows that AI competition is not only about features now. It is also about how companies store and process user data.
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