Meta has announced plans to test paid subscription services across its platforms, including Instagram, Facebook and WhatsApp, offering users access to exclusive features while keeping core services free.
According to TechCrunch, the technology giant said the subscriptions would introduce premium tools and give users “more control over how they share and connect” on its platforms.
“In the coming months, Meta will offer a premium experience on Instagram, Facebook and WhatsApp that provides access to special features and greater control over how users share and connect, while maintaining free core experiences,” the report said.
Meta said it would experiment with different subscription models and feature bundles, with each app offering its own set of exclusive benefits.
The company also disclosed plans to scale Manus, an AI agent it recently acquired for a reported $2 billion, as part of its broader subscription strategy. Manus is expected to be integrated into Meta’s products, while standalone subscriptions will continue to be available to businesses. Screenshots shared by reverse engineer Alessandro Paluzzi suggest Meta is already developing a shortcut for Manus AI within Instagram.
In addition, Meta plans to roll out subscriptions for AI-powered tools such as Vibes, a short-form AI video generation feature built into the Meta AI app. Vibes, which allows users to create and remix AI-generated videos, has been free since its launch last year but will shift to a freemium model, offering limited access alongside paid tiers that allow additional video creation each month.
While details of paid features for Facebook and WhatsApp have not yet been disclosed, Paluzzi indicated that Instagram’s subscription could include features such as unlimited audience lists, the ability to see followers who do not follow back, and the option to view Stories anonymously.
Meta clarified that the new subscriptions would be separate from Meta Verified, its existing paid service for creators and businesses, which includes benefits such as verification badges, direct support, impersonation protection, search optimisation and exclusive stickers. The company said insights gained from Meta Verified would help shape the expansion of subscription offerings for everyday users, creators and businesses.
However, analysts have cautioned that subscription fatigue could pose a challenge as users face growing pressure on monthly digital spending. Meta pointed to the success of rival platform Snapchat, whose Snapchat+ service, priced from $3.99 per month, has surpassed 16 million subscribers.
Meta said it will rely on user feedback as it begins testing and gradually rolling out the new subscription services in the coming months.
