Tab announced on Tuesday that it had officially launched from stealth mode, backed by a valuation of $300 million. The company declined to disclose the exact amount raised in its funding round, which includes investors SV Angel, Valar Ventures, and American Spirit.
The assistant works through text messages on iMessage or WhatsApp. Users message Tab with requests, from ordering groceries to finding birthday presents, and the assistant carries them out. Co-founder Ammar Amdani told TechCrunch that Tab has its own phone number, computer, and wallet, enabling it to perform tasks rather than simply give instructions.
"You text it like you'd text someone you trust and it takes the weight off," Amdani said. "The bills, the bookings, the calls you keep putting off, remembering the people you love."
Tab enters a competitive landscape that includes the breakout hit Instinct and Meta's Muse, both of which also aim to help users with everyday chores. Amdani acknowledged this is now a consumer AI race, but argued that the winners will not necessarily be those with the best technical demonstrations.
"We think the harder question is whether you should let it in," he said, noting that any AI assistant that can read emails, make phone calls, or purchase items is "only as good as your trust in it."
Amdani said Tab is built around trust: user data is never used to train AI, payment card details are stored in a vault the company itself cannot see, and no irreversible action is taken without the user's explicit approval. "Capability is table stakes. Trust is the product," he said. The company is currently growing mostly by word of mouth and plans to launch a new product soon.