Meta is set to begin testing paid subscription plans across Instagram, Facebook and WhatsApp as it seeks to diversify revenue beyond advertising and tap into new income streams.
The technology giant confirmed on Monday that the proposed subscriptions will offer users access to exclusive features, expanded artificial intelligence tools, and enhanced creative and productivity options across its platforms.
Meta said the core versions of Instagram, Facebook and WhatsApp will remain free to use, with the subscriptions designed to introduce optional premium experiences. Rather than rolling out a single pricing structure or feature set, the company plans to experiment with different subscription bundles tailored to how users interact with each app. As a result, paid features on Instagram, Facebook and WhatsApp are expected to differ significantly.
The move reflects a broader strategic shift as Meta increasingly blends paid services with its advertising-driven model. While specific pricing and launch dates have not yet been disclosed, the company said the subscriptions will give users greater control over how they connect with others, share content and make use of AI-powered tools.
Artificial intelligence is expected to sit at the centre of the new subscription offerings. Meta plans to scale Manus, an AI agent it reportedly acquired for about $2 billion, and integrate it directly into its platforms as part of premium packages, while continuing to sell standalone subscriptions to businesses.
Signs of this deeper integration are already emerging. Reverse engineer Alessandro Paluzzi has shared evidence suggesting Meta is developing a Manus AI shortcut within Instagram, pointing to more advanced AI functionality for paying users.
Meta is also planning paid tiers for certain AI features, including Vibes, its AI-driven 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 approach, users will retain limited free access, while higher monthly usage limits and advanced video creation tools will sit behind a paywall.
Although Meta has not fully detailed what paid subscriptions for Facebook and WhatsApp will include, leaks suggest Instagram subscribers may gain access to features such as unlimited audience lists, insights into followers who do not follow back, and the option to view Stories anonymously.
The company has emphasised that these subscriptions will be separate from Meta Verified, its existing paid service aimed at creators and businesses. Meta Verified focuses on identity verification, protection against impersonation, customer support and enhanced visibility, while the new subscriptions are being positioned for a broader audience, including everyday users.
Meta said it will draw on lessons learned from Meta Verified as it refines its wider subscription strategy, with a focus on features users are most willing to pay for.
The expansion into paid subscriptions comes as technology companies face growing concerns over subscription fatigue, with consumers becoming increasingly selective about recurring monthly payments. Nevertheless, competitors have shown that paid social features can gain traction. Snapchat’s Snapchat+ service, priced from $3.99 per month, has surpassed 16 million subscribers, more than doubling its user base since early 2024.
Meta said the subscription plans will be rolled out gradually, with extensive user feedback gathered during the testing phase. Features and pricing will be adjusted based on how users respond in the months ahead.
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