The social media giant is betting that AI-powered wearables will reach billions of users, starting with a $99 pendant and a smartwatch codenamed Malibu 2.
Meta just bought its way into the AI pendant business. The company acquired Limitless, the startup behind a $99 AI-powered wearable pendant, on December 5, 2025. Financial terms were not disclosed.
From startup darling to Meta subsidiary #
Limitless had carved out a niche as a maker of a clip-on pendant that could also be worn as a necklace. The device was priced at $99. Before Meta came knocking, the startup had raised $33 million from a roster of investors including a16z, First Round Capital, and NEA.
Limitless CEO Dan Siroker said he was excited about joining Meta and collaborating on advancing AI wearables. The company framed the deal around delivering what it called “personal superintelligence” through consumer hardware.
The pendant will no longer be available to new buyers. Current users will receive support for at least one more year.
The bigger hardware picture #
Meta has been steadily assembling a wearables strategy that spans multiple form factors. The Ray-Ban Meta smart glasses already proved that consumers will buy AI-enhanced accessories. Now Meta is extending that playbook to the wrist with a smartwatch internally codenamed Malibu 2, which is set to launch in 2026. The watch will feature health-tracking capabilities integrated with Meta AI.
Mark Zuckerberg, speaking during Meta’s October 2025 earnings call, said the strategy targets “many hundreds of millions or billions of people.”
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