Alphabet's (GOOG, GOOGL) Google is aiming to launch a screenless fitness band under the Fitbit brand later in the year, multiple media outlets reported.

The device is set to compete with wearable technology firm Whoop's screenless fitness device, but unlike Whoop, which relies solely on subscription for revenue, Google will charge a price for the hardware, according to a Bloomberg report on Tuesday evening, citing a source with knowledge of the matter.

Google's device will have basic features, with more functionality behind a subscription paywall, the source told Bloomberg.

The device launch will be tied into an artificial intelligence-powered Fitbit personal health coach available in a redesigned Fitbit app, the reports said.

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