Meta has acquired AI device startup Limitless, marking another step in its push into AI-powered wearables. The deal brings the small but high-profile hardware maker, formerly known as Rewind, inside Meta’s Reality Labs wearables organization. Limitless confirmed the acquisition in a public announcement, outlining what the transition means for its product line and existing customers.
Meta Deepens Its Bet on AI Wearables
Limitless built its reputation around an AI-powered pendant designed to capture real-world conversations and turn them into searchable digital memory. Meta, which has been advancing its own portfolio of AI-enabled eyewear, said the Limitless team will help accelerate its work on wearable devices that integrate AI into daily life. While Meta has not detailed specific product plans tied to the acquisition, the team will sit within its wearables group, signaling a clear focus on integrated hardware and software experiences.
Limitless publicly aligned itself with Meta’s recently stated ambition to “bring personal superintelligence to everyone.” For Meta, that vision currently centers on products like its Ray-Ban Meta smart glasses and other AR or AI-capable eyewear initiatives. Limitless indicated that its role will likely be to support and enhance these existing platforms, rather than push forward its own pendant as a standalone product under Meta.
End of Sales and Shift in Product Roadmap
As part of the acquisition, Limitless will stop selling its pendant hardware to new customers. The company confirmed that it will continue to support existing pendant users for at least another year, signaling a controlled transition rather than an abrupt shutdown. By halting new hardware sales, Limitless effectively draws a line under its era as an independent device maker.
The startup will also sunset non-pendant software such as Rewind, its desktop tool that recorded on-screen activity and transformed it into a searchable archive. That product had been central to the company’s original vision before its pivot into wearables last year. Winding down Rewind reflects a consolidation of focus around the pendant user base and Meta’s broader wearable strategy going forward.
New Terms for Existing Customers
Limitless is eliminating subscription fees for its current user base, moving them onto an Unlimited Plan at no additional cost. While customers can continue to use their devices, they will be required to accept updated Privacy Policy and Terms of Service to remain on the platform. The company has emphasized that customer data remains protected under these new terms.
To ease the transition, Limitless has rolled out a feature that lets users export all of their data directly from the app. Customers who no longer wish to use the service can also delete their data easily from within the platform. This approach is designed to give users control as the company integrates into Meta’s ecosystem and phases out parts of its standalone offering.
Vision, Competition, and Market Context
Co-founder and CEO Dan Siroker framed the acquisition as the culmination of a shift in how AI and hardware are perceived in the tech industry. He recalled that five years ago, combining AI and hardware in a startup was widely seen as unfundable and far outside the mainstream. Today, he argued, that once “weird fringe idea” has moved toward inevitability as AI-infused devices multiply across the market.
Limitless also acknowledged that intensifying competition played a role in its decision to join Meta. Larger players like Meta and OpenAI are increasingly exploring or launching their own hardware, raising the bar for smaller startups in terms of capital, distribution, and ecosystem strength. In that context, aligning with Meta offers Limitless a path to scale its vision inside a platform with global reach and significant resources.
Investors, Founders, and Integration into Meta
Limitless was founded by Brett Bejcek and Dan Siroker, the latter known for co-founding and leading experimentation platform Optimizely. Over its lifetime, the company raised more than $33 million from prominent backers, including a16z, First Round Capital, and NEA. Those investors helped fund the company’s pivot from software to AI hardware and the launch of its $99 pendant.
Meta has stated that the Limitless team will be integrated into Reality Labs’ wearables organization, where they will contribute to AI-enabled devices already in development. While specific roles and projects were not disclosed, Meta signaled strong enthusiasm, saying it is “excited” to have Limitless onboard to speed up its roadmap. For Limitless employees, the acquisition represents a shift from building niche hardware independently to shaping mass-market products within a tech giant.
The acquisition of Limitless underscores Meta’s determination to anchor its AI ambitions in physical products that people wear and use daily. For Limitless, the move ends its journey as an independent AI hardware startup, while giving its technology and team a larger stage. Existing customers gain short-term continuity, free subscriptions, and control over their data, as the company’s ideas and expertise are folded into Meta’s broader push toward AI-powered personal computing.