Meta Acquires AI Device Startup Limitless

Limitless, the AI startup formerly known as Rewind, has been acquired by Meta. The company announced the news on its website on Friday. Previously known for its AI-powered pendant designed to record users’ conversations, Limitless stated it will discontinue sales of its hardware but continue supporting existing customers for one year.

Subscribers will no longer be charged and will be transitioned to an unlimited plan during this period. Other services will be phased out, including its non-pendant software “Rewind,” which captured desktop activity and converted it into searchable records.

The startup was co-founded by Brett Bejcek and Dan Siroker, the latter being the co-founder and former CEO of Optimizely. Last year, the company pivoted to become an AI hardware maker, launching the $99 Limitless pendant. This wearable could be clipped onto a shirt like a wireless mic or worn as a necklace. It was among several AI hardware offerings on the market, including another poorly received AI pendant called Friend.

According to Limitless’s announcement, the company shares Meta’s vision of “bringing personal superintelligence to everyone,” which includes developing AI-powered wearables. (Meta is currently focused on AR/AI glasses such as Ray-Ban Meta, Oakley Meta, and its upcoming Meta Ray-Ban Display with built-in AI.) Limitless indicated it will contribute to this shared mission—likely by bolstering Meta’s existing wearable initiatives rather than introducing a new AI pendant to Meta’s product lineup.

The company hinted that intensifying competition made it difficult to sustain operations, especially as larger players like OpenAI and Meta develop their own hardware.

“When we founded Limitless five years ago, the world was completely different,” Siroker wrote in the announcement. “For many, AI felt like a distant dream. Hardware startups were seen as unfundable, and combining AI with hardware was considered absurd. But today is different. The world has changed. We’re no longer working on a strange, fringe idea—we’re building a future that now seems inevitable. And we’re not alone.”

Meta shared the following statement via email with TechCrunch: “We’re excited to welcome Limitless to Meta to help accelerate our work on AI-powered wearables.” The tech giant did not disclose further details about its plans.

Limitless will offer customers the option to export their data or delete it directly from the app.