Meta has announced plans to test paid subscription services across its major platforms, which is Instagram, Facebook and WhatsApp, as it looks to introduce premium features while keeping its core services free for users.
According to a report by TechCrunch on Tuesday, the subscriptions will offer users access to exclusive tools designed to give them more control over how they share content and interact on 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 report said.
Meta noted that it would experiment with different subscription models and feature bundles, adding that each platform would come with its own set of premium benefits.
As part of the broader strategy, the company also plans to scale Manus, an artificial intelligence agent it recently acquired for a reported $2bn. Meta said Manus would be integrated into its products, while standalone subscription options would continue to be available for businesses.
Screenshots shared by reverse engineer Alessandro Paluzzi suggest Meta is already working on adding a Manus AI shortcut within Instagram, signalling early stages of integration.
In addition, Meta plans to roll out subscriptions 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 transition to a freemium model, offering limited access alongside paid options for additional video creation each month.
While details of the paid offerings for Facebook and WhatsApp are yet to be disclosed, Paluzzi revealed that Instagram’s subscription could include features such as unlimited audience lists, the ability to view followers who do not follow back, and the option to watch Stories anonymously.
Meta clarified that the new subscriptions would operate separately from Meta Verified, its existing paid service for creators and businesses that provides benefits such as a verified badge, direct customer support, impersonation protection, search optimisation and exclusive stickers.
The company said insights gained from Meta Verified would help shape the expansion of subscription services to everyday users, creators and businesses.
However, analysts have warned that growing subscription fatigue could become a challenge as users face increasing pressure on monthly digital spending. Despite this, Meta pointed to the success of rival platform Snapchat, whose Snapchat+ service priced from $3.99 per month has attracted more than 16 million subscribers.
Meta said it would rely heavily on user feedback as it begins testing and gradually rolling out the new subscription offerings in the coming months.
Advertisement
