Meta is preparing to test paid subscription plans across Instagram, Facebook, and WhatsApp, as the company looks to unlock new revenue streams beyond advertising. The company confirmed the plans on Monday, noting that the subscriptions will offer users access to exclusive features, expanded AI tools, and enhanced creative and productivity options.
According to Meta, the upcoming subscriptions will introduce premium experiences while keeping the core versions of its apps free. Rather than adopting a single pricing or feature model, the company says it will experiment with different subscription bundles tailored to each platform. This means Instagram, Facebook, and WhatsApp will each offer distinct paid features designed around how people already use the apps.
The move signals a broader shift in Meta’s strategy as it leans further into paid services alongside ads. While details are still limited, Meta said the subscriptions will give users more control over how they connect, share content, and use AI-powered tools across its platforms.
AI tools to play a central role
A key part of Meta’s subscription push will be its growing AI portfolio. The company plans to scale Manus, an AI agent it recently acquired for a reported $2 billion, as part of its premium offerings. Meta intends to integrate Manus directly into its products, while also continuing to sell standalone subscriptions to businesses.
Early signs of this integration are already emerging. Reverse engineer Alessandro Paluzzi recently shared evidence suggesting Meta is working on adding a Manus AI shortcut within Instagram, hinting at deeper AI functionality for subscribers.
Meta also plans to introduce paid tiers for certain AI features, including Vibes, its AI-powered short-form video generation tool. Vibes, which launched as a free feature within the Meta AI app, allows users to create and remix AI-generated videos. Under the new model, Meta will offer limited free access while charging for higher monthly usage and advanced video creation options.
What subscribers may get
While Meta has not fully outlined paid features for Facebook and WhatsApp, leaks suggest Instagram’s subscription could include tools such as unlimited audience lists, insights into followers who do not follow back, and the ability to view Stories anonymously.
Meta stressed that these subscriptions will be separate from Meta Verified, its existing paid service for creators and businesses. Meta Verified focuses on identity verification, impersonation protection, customer support, and visibility tools, whereas the new subscriptions are being designed for a wider audience, including everyday users.
The company says it will use lessons learned from Meta Verified to refine its broader subscription strategy and offer features users are more likely to pay for.
Balancing revenue growth and subscription fatigue
The expansion into paid subscriptions comes as Meta looks to diversify revenue at a time when users are increasingly selective about recurring payments. Subscription fatigue remains a challenge, with multiple digital services competing for monthly spending.
Still, rivals have shown that paid social features can work. Snapchat’s Snapchat+ service, which starts at $3.99 per month, has grown to over 16 million subscribers, more than doubling since early 2024.
Meta says it will roll out the subscriptions gradually and gather user feedback as testing begins in the coming months, adjusting features and pricing based on how people respond.
