Meta has announced plans to begin testing paid subscription services across its platforms, including Instagram, Facebook and WhatsApp, while keeping core features free for users.
According to TechCrunch, the company said the subscriptions will offer access to exclusive tools and premium features designed to 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 gives users access to special features and more control over how they share and connect, while keeping the core experiences free,” the company said.
Meta explained that it will experiment with different subscription models and feature bundles, with each app offering its own set of exclusive benefits.
As part of the strategy, Meta also plans to scale Manus, an AI agent it recently acquired for a reported $2 billion. Manus is expected to be integrated into Meta’s products, while standalone subscriptions will continue to be offered to businesses. Screenshots shared by reverse engineer Alessandro Paluzzi suggest Meta is already working on adding a Manus AI shortcut to Instagram.
The company also revealed plans to introduce subscriptions for AI-powered tools such as Vibes, a short-form AI video generation feature within 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 move to a freemium model, offering limited access with paid options for additional video creation each month.
While specific paid features for Facebook and WhatsApp are yet to be confirmed, Paluzzi noted that Instagram’s subscription could include 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 will be separate from Meta Verified, its existing paid service for creators and businesses, which offers benefits such as a verified badge, direct support, impersonation protection, search optimisation and exclusive stickers. The company said insights from Meta Verified would help shape its broader subscription rollout to everyday users, creators and businesses.
However, analysts have warned that subscription fatigue could pose a challenge as consumers face increasing pressure on monthly digital spending. Meta pointed to the success of rival platform Snapchat, whose Snapchat+ service, starting at $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 offerings in the coming months
