Meta tests paid subscriptions

Meta tests paid subscriptions across Instagram, Facebook and WhatsApp to unlock premium features and AI across its apps.

What is happening. Meta is testing new subscriptions that unlock exclusive features across Instagram, Facebook and WhatsApp, while keeping the core experiences free. Rather than a single bundle, Meta plans to experiment with different subscription models and feature sets tailored to each app, spanning productivity, creativity and expanded AI capabilities.

Subscriptions will introduce premium controls and tools for everyday users, creators and businesses — separate from Meta Verified. On Instagram, early tests could include unlimited audience lists, insights into non-followers, and stealth story viewing.

Meta also plans to roll out paid access to AI features, including expanded usage of its Vibes AI video generation tool under a freemium model.

Why we care. Paid subscriptions could change how users interact with Meta’s apps, potentially shifting engagement, privacy settings, and audience visibility. New AI-powered creation tools and premium features may also influence the volume, quality, and formats of user-generated content advertisers compete with — or can tap into — for campaigns. Over time, subscription tiers could reshape targeting, measurement, and the value of organic vs. paid reach across Instagram, Facebook, and WhatsApp.

Between the lines: AI is at the center of the strategy. Meta plans to scale Manus, the AI agent it acquired for a reported $2 billion, integrating it directly into its apps while also selling standalone subscriptions to businesses. Early reports say Manus shortcuts could appear inside Instagram, tightening the link between social engagement and AI-assisted creation.

Why now. Advertising remains Meta’s core business, but subscriptions offer diversification at a time when users are increasingly willing to pay for differentiated social features — as shown by Snapchat+, which has grown to more than 16 million subscribers. Meta is betting it can replicate that success without overwhelming users already feeling subscription fatigue.

The bottom line. Meta is testing whether premium social and AI features can unlock a new revenue stream beyond ads, but success will hinge on whether users see enough everyday value to justify yet another monthly subscription.

Dig deeper. Meta to test premium subscriptions on Instagram, Facebook, and WhatsApp