Meta Signals Shift Toward Paid Features With Subscription Tests Across Its Apps
The company plans paid tiers across Instagram, Facebook, and WhatsApp, signaling a broader shift beyond ads.
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Meta is preparing to test a new range of paid subscriptions across its core consumer platforms—Instagram, Facebook, and WhatsApp—in an effort to monetize beyond advertising. According to TechCrunch, the company says these subscriptions will unlock “enhanced productivity and creativity,” alongside expanded artificial intelligence (AI) capabilities, while keeping core services free.
Unlike Meta Verified, which targets creators and businesses, the new subscriptions are designed for a broader user base. Meta says it is not committing to a single subscription model. Instead, it plans to test multiple bundles and features, with each app offering a distinct premium experience. The company frames this as an iterative process, informed by user feedback and lessons learned from earlier subscription products.
A central pillar of the strategy is AI. Meta plans to scale Manus, an AI agent it recently acquired for a reported $2 billion, integrating it directly into consumer products while continuing to sell standalone subscriptions to businesses. Early signs of this integration have already emerged. Reverse engineer Alessandro Paluzzi has identified an in-development shortcut on Instagram for Manus, suggesting tighter coupling between AI tools and everyday social workflows.
Meta is also testing subscriptions tied specifically to generative AI features. One example is Vibes, its AI-powered short-form video tool built into the Meta AI app. While Vibes has been free since launch, Meta plans to shift it to a freemium model, offering limited access at no cost and charging for expanded monthly video generation.
Details remain limited for paid features on Facebook and WhatsApp. On Instagram, however, reported features include unlimited audience lists, visibility into followers who do not follow back, and the ability to view Stories anonymously—tools that lean toward control, analytics, and privacy more than content creation.
The move reflects Meta’s diversification of revenue streams at a time when ad growth is increasingly competitive. Yet the company faces subscription fatigue. Consumers already juggle numerous paid digital services, raising the bar for perceived value.
Still, precedent exists. Snap’s Snapchat+ subscription, starting at $3.99 per month, has surpassed 16 million users, demonstrating demand for premium social features. Whether Meta can replicate that success at scale will depend on how convincingly it can translate AI capabilities and user control into must-have products.
