Meta is working on a new AI chatbot feature under an internal project called "Project Omni," which focuses on increasing user engagement and retention across its platforms. As part of this effort, the chatbots will be able to start conversations on their own, rather than waiting for users to message them first. However, this proactive messaging will only target users who have interacted with the chatbot at least five times within a 14-day window. The chatbots will also send friendly follow-up messages that refer back to past conversations to create a more personalized experience.
Project Omni overview:
"Project Omni" is Meta’s strategic initiative designed to boost user re-engagement and retention across its social media platforms. Developed in partnership with data labeling firm Alignerr Corp., the project utilizes Meta’s AI Studio—launched in 2024—which allows users with little to no technical background to create personalized AI chatbots. These bots can offer advice, generate content, and interact with audiences.
According to internal documentation, the core objective of Project Omni is to enhance user value by allowing AI chatbots to proactively start conversations based on previous interactions. This aligns with Meta’s broader monetization goals: the company anticipates earning $2–3 billion from generative AI products in 2025, with projections soaring to as much as $1.4 trillion by 2035.
Meta AI Studio Platform:
Released in summer 2024, Meta AI Studio is a no-code platform designed to let users easily build, customize, and launch AI chatbots without needing technical skills. Powered by Meta’s advanced Llama 3.1 model, the platform provides a wide range of personalization features, enabling users to tailor their chatbot’s personality, voice, and appearance. These digital companions can be shared across Instagram, Messenger, WhatsApp, and web platforms.
The platform allows users to fine-tune chatbot behavior using example-based training and feedback, ensuring consistent and expected responses before the bots go live—either publicly or for private use. With a user-friendly interface, Meta AI Studio opens up advanced AI capabilities to a broad audience, including individuals and content creators aiming to deepen engagement and expand their presence.
Chatbot Functionality:
As part of Project Omni, Meta is developing proactive AI chatbots capable of remembering past conversations and maintaining context, enabling them to send personalized follow-up messages that refer back to previous interactions. For instance, a movie-themed bot named "The Maestro of Movie Magic" might re-engage users by asking about recently discovered soundtracks or suggesting new films to watch. These chatbots are designed with consistent, well-defined personalities and are programmed to steer clear of controversial or sensitive topics—unless the user brings them up first.
Meta has clarified that these bots will only initiate conversations with users who have interacted with them at least five times within a 14-day period. If the user doesn't reply to a follow-up message, the bot won’t continue to reach out. This functionality is exclusive to chatbots built using Meta's AI Studio platform, which are deployable across Facebook, WhatsApp, and Instagram, and are designed to streamline repetitive tasks and manage high volumes of interactions efficiently.
User Engagement Safeguards:
Meta has built several safeguards into its proactive messaging feature to ensure user privacy and prevent spam. Chatbots are only allowed to initiate conversations with users who have messaged them at least five times within a 14-day period, and if the user doesn’t reply, the bot will send just one follow-up message before stopping further outreach.
To maintain quality and compliance, human reviewers from Alignerr Corp. monitor chatbot messages to ensure they remain friendly, relevant, and within set guidelines—specifically avoiding controversial or sensitive topics unless brought up by the user.
This careful approach reflects Meta’s effort to increase user engagement while addressing privacy concerns, particularly in light of past incidents where users unintentionally shared private information in public AI chats. According to a Meta spokesperson, the goal of these proactive chats is to "explore topics of interest and foster more meaningful conversations." The initiative also aligns with CEO Mark Zuckerberg’s comments on tackling what he has described as a growing "loneliness epidemic".