Meta Platforms has announced plans to test paid subscription services across its major platforms—Instagram, Facebook and WhatsApp—as it looks to introduce premium features while maintaining free access to core services.
According to a report by TechCrunch, the technology giant said the new subscription offerings would provide users with exclusive tools and greater control over how they share content and connect with others across the 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 disclosed that it would experiment with different subscription models and feature bundles, noting that each app would have its own unique set of premium benefits tailored to its users.
As part of its broader subscription strategy, the company also revealed plans to scale Manus, an artificial intelligence 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 developing a Manus AI shortcut within Instagram.
In addition, Meta plans to introduce paid options for AI-powered tools, including 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 move to a freemium model, offering limited access with paid tiers for additional video creation each month.
While details of potential paid features for Facebook and WhatsApp remain unclear, Paluzzi noted 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 proposed subscriptions would be separate from Meta Verified, its existing paid service aimed at creators and businesses. Meta Verified offers benefits such as verified badges, direct support, impersonation protection, search optimisation and exclusive stickers. The company said insights from Meta Verified would help shape the rollout of subscriptions for everyday users, creators and businesses.
Industry analysts, however, have cautioned that subscription fatigue could pose a challenge as users face growing pressure on their monthly digital spending. In response, 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 heavily on user feedback as it begins testing and gradually rolling out the new subscription services in the coming months.