WhatsApp has introduced a new private “incognito” mode for Meta AI chats that prevents conversations from being stored or monitored by either users or the company.
WhatsApp has launched a new “incognito” mode for conversations with its AI chatbot, allowing users to have private exchanges that are not stored or accessible by the company.
The feature means chats with Meta’s AI assistant will disappear once the conversation ends, with neither users nor Meta able to retrieve previous messages if the setting is enabled.
WhatsApp boss Will Cathcart said the update was designed to address concerns around privacy when discussing sensitive personal topics with artificial intelligence tools.
He said: “We’ve heard from a lot of people that they feel some discomfort about sharing [personal] information with the company, yet they want the answers.”
Cathcart added that users increasingly want private AI conversations about issues such as relationships, finances and health without fear their chats could later be accessed.
Mark Zuckerberg described the system as “the first major AI product where there is no log of your conversations stored on servers”.
According to WhatsApp, the technology behind incognito mode differs from the app’s standard end-to-end encryption but offers “the equivalent” level of privacy protection.
The feature arrives as AI companies face growing scrutiny over how chatbot conversations are stored and used. Many firms retain user prompts and responses to help train future AI models.
Meta AI was added to WhatsApp last year and initially drew criticism from some users who objected to the feature being integrated into the platform.
However, Zuckerberg said in May 2025 that Meta AI had reached one billion users across the company’s apps.
Cybersecurity experts have warned that the new disappearing chat system could create accountability concerns if harmful AI responses cannot later be reviewed.
Alan Woodward, a cyber security expert at the University of Surrey, said: “Personally I think what you ask an AI should remain private as some people ask it very personal matters – but you are placing a great deal of trust in the AI not to lead users astray.”
Cathcart said incognito mode will initially support only text conversations, with Meta AI programmed to refuse requests considered harmful or illegal.
Analysts say Meta’s AI expansion is closely tied to the company’s massive infrastructure spending as it seeks to strengthen its advertising and commerce business.
WhatsApp launches ‘incognito’ conversations with AI chatbot
