Meta is preparing to test premium subscriptions across Instagram, Facebook, and WhatsApp, marking a notable shift in how the company plans to monetize its social platforms beyond advertising. According to Meta, the upcoming subscriptions will unlock additional tools focused on creativity, productivity, and expanded AI capabilities, while keeping the core experience of each app free to use.
Meta premium subscriptions will not follow a one size fits all approach. Instead, the company plans to test different feature bundles for each app, with distinct offerings designed around how people already use Instagram, Facebook, and WhatsApp. Meta says the goal is to give users more control over how they share and connect, without forcing casual users into paid plans.
On Instagram, premium subscription features currently under consideration include the ability to create unlimited audience lists, view which followers do not follow back, and watch Stories anonymously. These tools appear aimed at creators and power users who want deeper visibility into audience behavior and more flexible sharing controls. While Meta has not confirmed the final feature set, similar subscription features are expected to roll out on Facebook and WhatsApp in forms suited to those platforms.
Artificial intelligence sits at the center of Meta’s subscription strategy. The company plans to integrate Manus, the AI agent platform it acquired in December for a reported $2 billion, into its consumer-facing apps as part of its premium offerings. Manus is designed to carry out complex tasks with minimal user input, positioning it as a more autonomous alternative to traditional AI chat assistants. Meta will continue to sell Manus subscriptions separately to businesses while adapting its capabilities for everyday users through Meta AI subscriptions.
AI-powered video creation is also expected to play a major role. Meta plans to introduce a freemium model for Vibes, its AI video generation feature built into the Meta AI app. While Vibes has been free since its launch, Meta now plans to limit monthly usage for free users and offer paid subscriptions that unlock additional video creation opportunities. This move directly targets creators and small businesses looking to scale short form content without relying on third party tools.
Importantly, these new subscriptions will be separate from Meta Verified. Meta Verified, launched in 2023, focuses on creators and businesses by offering a verified badge, priority support, and impersonation protection. Meta says the upcoming premium subscriptions are designed for a broader audience, including everyday users who may not need verification but want enhanced features and AI tools.
Meta is not alone in pushing paid social features. X continues to expand its paid tiers, while Snap has demonstrated sustained demand with Snapchat+, which has surpassed 16 million subscribers at $3.99 per month. Still, Meta faces the challenge of subscription fatigue as users become more selective about monthly spending. The company says it plans to gather user feedback as testing begins in the coming months, with pricing and wider availability expected to evolve based on early response.
(via TechCrunch)
