Key Highlights:
- Each app will offer distinct paid features while core services stay free.
- AI tools like Vibes video generation may move to a freemium model.
- New plans are separate from Meta Verified and target everyday users.
Meta is preparing to test premium subscriptions on Instagram, Facebook, and WhatsApp. The company told TechCrunch it will roll out paid tiers offering exclusive features, productivity tools, and expanded AI capabilities. The core apps will remain free, but the company wants to see what users will pay for.
The move showcases a shift in how Meta monetizes its massive user base. Instead of relying only on ads, the company is building direct revenue from everyday users.
The tests will begin in the coming months. Each app will get its own set of paid features. The company says it will experiment with different bundles and learn what people value most.
What will subscriptions unlock?
Meta says the premium experience will offer “more control over how people share and connect.” The company is not locked into a single model. Instead, it will test features across apps and refine them based on feedback.
On Instagram, early signals show what may be coming. Reverse engineer Alessandro Paluzzi spotted features such as:
- Unlimited audience lists
- A list of followers who do not follow you back
- The ability to view a Story anonymously
These tools target power users, not just creators.
How it will use AI in paid plans
AI sits at the center of this strategy. Meta plans to scale Manus, an AI agent it recently acquired for a reported $2 billion. The company will integrate Manus into its products while also selling standalone subscriptions to businesses.
Meta also plans to test paid access to AI features like Vibes. Vibes is its AI-powered short-form video tool that lets users create and remix AI videos. It has been free so far. Now, Meta will move it to a freemium model. Users will get limited access and can subscribe for more video creation each month.
This approach mirrors how AI tools across the industry now operate.
How this differs from Meta Verified
These new subscriptions are separate from Meta Verified as Verified targets creators and businesses. It includes a badge, direct support, impersonation protection, and search boosts.
The new plans aim at a broader audience. It is using lessons from Meta Verified to build products for everyday users, not just professionals.
Why now
Subscription fatigue is real. Users already pay for streaming, cloud storage, and AI tools. Meta knows it must offer clear value.
Snapchat has shown demand exists. Snapchat+ has crossed 16 million subscribers at $3.99 per month. That success gives Meta confidence.
The company says it will listen closely to users as it rolls out these plans. If the tests succeed, social media may no longer be entirely free. For the first time, Meta is openly betting that millions will pay for better control, deeper insights, and smarter AI.
