Meta’s acquisition of Limitless marks a strategic push into AI-enabled wearables, prompting the startup to halt hardware sales, wind down software products and shift its customer base to a new support model.

Meta has acquired Limitless, the AI startup formerly known as Rewind, marking a significant shift for the company best known for its conversation-recording wearable pendant. The acquisition was announced last week on December 5 through Limitless’ website, confirming the end of its hardware sales and the winding down of its software products over the next year.

Limitless ends hardware sales, moves users to free plan

Under the new arrangement, Limitless will continue supporting existing customers for 12 months, but its $99 wearable pendant — designed to clip onto clothing or be worn as a necklace — will no longer be available for purchase. Users will also be shifted to the company’s Unlimited Plan at no cost as the startup phases out other offerings, including its desktop-recording software previously branded as Rewind.

Founded by Brett Bejcek and Dan Siroker, Limitless had repositioned itself as a hardware maker last year amid a growing market for AI-powered wearables. However, the company acknowledged that intensifying competition from large platforms, including Meta and OpenAI, made it increasingly difficult for a small hardware startup to compete.

Meta integrates team into reality labs

In its announcement, Limitless said it shares Meta’s goal of bringing “personal superintelligence to everyone,” particularly through AI-enabled wearables. Meta, which is currently investing in AR/AI glasses through its Ray-Ban Meta lineup, confirmed the acquisition and said the Limitless team will join its Reality Labs wearables division. The company did not disclose product-specific plans.

Limitless customers will be able to export or delete their stored data. Before the acquisition, the startup had raised more than $33 million from investors including a16z, First Round Capital and NEA.