Meta is preparing to test a new wave of paid subscriptions that could change how users interact with its most popular apps. The company confirmed that it plans to roll out premium subscription options on Instagram, Facebook, and WhatsApp, offering access to exclusive features, enhanced controls, and expanded AI-powered tools, while keeping the core experience free for everyone.
According to Meta, these subscriptions are designed to unlock additional productivity and creativity features. Rather than relying on a single model, the company says it will experiment with multiple subscription bundles, each tailored differently depending on the app. This flexible approach suggests Meta is still exploring what users are most willing to pay for.
In the coming months, users may see premium options that give them more control over how they share content, manage audiences, and interact with others. Meta emphasized that these new subscriptions are not meant to replace free access, but instead to add optional upgrades for those who want more advanced capabilities.
A major part of this strategy involves AI. Meta revealed plans to scale Manus, an AI agent it recently acquired for a reported $2 billion. Manus is expected to play a key role in upcoming subscription offerings, both inside Meta’s apps and as a standalone product for businesses.
Meta plans to integrate Manus directly into its platforms while continuing to sell separate subscriptions to enterprise customers. Early signs of this integration have already appeared, with reverse engineer Alessandro Paluzzi spotting a Manus AI shortcut being tested on Instagram. These discoveries suggest Meta is moving quickly to embed AI deeper into everyday social experiences.
AI Features and Creator Tools Take Center Stage
Beyond Manus, Meta also intends to test paid subscriptions for specific AI features. One example is Vibes, its AI-powered short-form video creation tool built into the Meta AI app. Vibes allows users to generate and remix AI-created videos, and while it has been free since launch, Meta now plans to introduce a freemium model.
Under the new structure, users would receive limited free access to Vibes each month, with the option to subscribe for more video creation opportunities. This move reflects Meta’s broader strategy of monetizing advanced AI tools without removing basic access.
On Instagram, leaked details suggest subscribers may gain access to features like unlimited audience lists, visibility into which followers don’t follow back, and the ability to view Stories anonymously. While Meta has not officially confirmed these features, they hint at a focus on privacy, analytics, and control.
Details around paid features for Facebook and WhatsApp remain unclear. However, Meta has stated that each app will have its own distinct set of benefits, rather than a one-size-fits-all subscription.
Importantly, these new subscriptions will be separate from Meta Verified. Meta Verified is primarily aimed at creators and businesses, offering verification badges, direct support, impersonation protection, and search optimization. The upcoming subscriptions, by contrast, are designed for a broader audience, including everyday users.
From a business perspective, expanding subscriptions could help Meta diversify its revenue streams. However, the company faces a challenge in convincing users to pay amid growing subscription fatigue. With many digital services already competing for monthly budgets, Meta will need to clearly demonstrate value.
Snap’s success with Snapchat+ shows there is demand for social media subscriptions when the features are compelling. Snapchat+ has surpassed 16 million subscribers, starting at $3.99 per month, setting a benchmark Meta will likely study closely.
Meta says it plans to listen closely to user feedback as it begins rolling out these subscription tests. The coming months will reveal whether users see these premium features as essential upgrades or optional extras in an increasingly crowded subscription economy.
