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Meta is preparing to test premium subscription plans across Instagram, Facebook, and WhatsApp, signaling one of the most consequential shifts in the company’s business model since it began monetizing social media at scale.
According to reports confirmed by various media outlets, Meta plans to keep core features of its apps free while introducing paid tiers that unlock advanced tools, enhanced controls, and artificial intelligence capabilities. Rather than a single bundled plan, Meta is expected to experiment with app-specific subscriptions tailored to how people actually use Instagram, Facebook, and WhatsApp.
As confirmed by TechCrunch who got a statement from Meta, reports indicate that the subscriptions are set to “unlock more productivity and creativity” by providing paid users with access to additional features and enhanced AI capabilities.
Meta’s recent acquisition of the AI agent Manus for roughly $2 billion is expected to play a major role in premium AI subscription offerings. It’s important to note that these new subscriptions will be distinct from Meta Verified, which is aimed at creators and businesses and offers benefits like verification badges, protection against impersonation, and direct support.
Early leaks suggest Instagram’s paid tier could include long-requested features such as unlimited audience lists, visibility into non-mutual followers, anonymous Story viewing, and more advanced content controls. These are capabilities that power users and creators often rely on third-party tools for, many of which violate platform policies. Now, Meta appears ready to bring them in-house, for a price.
WhatsApp and Facebook subscriptions are less clearly defined, but Meta is exploring premium privacy tools, enhanced message organization, AI-assisted replies, and expanded business tools layered on top of existing free messaging are some of the new features coming to WhatsApp behind paywall.
AI video creation is another pillar of Meta’s monetization push. Meta’s short-form video generation tool, Vibes, is expected to move toward a freemium model, offering limited free usage while reserving higher output, quality, or volume for paying users. This mirrors strategies already used by OpenAI, Adobe, and Microsoft as compute costs continue to rise.
Meta has stressed that the new plans are designed to appeal to everyday users, power users, and small businesses that want deeper control, better insights, or AI assistance embedded directly into their social experience.
Experts believe Meta’s subscription push aligns with its efforts to comply with the EU’s Digital Markets Act and privacy regulations, which restrict data usage for targeted advertising. Paid tiers could allow Meta to offer enhanced experiences without relying as heavily on data-driven ads, especially in Europe.
Meta says it will roll out these subscription tests gradually, gathering feedback and refining features before any broader launch. Pricing and launch timelines have not been disclosed, but early testing is expected to begin in select markets in the coming months.
