Meta is preparing to test premium subscriptions across its apps, including Instagram, Facebook, and WhatsApp, signaling a broader push to monetize power users, creators, and everyday consumers beyond ads.
According to TechCrunch, Meta confirmed it will begin experimenting with paid subscription offerings that unlock exclusive features focused on productivity, creativity, and AI-powered tools, while keeping each app’s core experience free.
Rather than launching a single bundled plan, Meta says it will test different subscription models and feature sets for each app:
- Instagram subscriptions will focus on creator and social-control features
- Facebook and WhatsApp subscriptions are still undefined, but are expected to roll out later
Meta emphasized that it’s not locked into one approach and will iterate based on user feedback as tests expand over the coming months.
Instagram subscriptions: power tools for social control
Leaked screenshots shared by reverse engineer Alessandro Paluzzi suggest Instagram’s paid tier could include features such as:
- Unlimited audience lists
- The ability to see which followers don’t follow you back
- Viewing Stories anonymously (without notifying the poster)
In other words: more visibility, more control, and fewer social constraints, features that could appeal to creators, lurkers, and power users alike.
AI at the center: Manus and Vibes
A major pillar of Meta’s subscription push is AI. Meta confirmed plans to scale Manus, the AI agent it recently acquired for a reported $2 billion. The company is taking a dual approach:
- Integrating Manus directly into Meta’s apps
- Continuing to sell Manus as a standalone subscription for businesses
Instagram has already been spotted testing a Manus shortcut, suggesting AI assistance could soon become a native, paid enhancement inside social workflows.
Meta will also test paid AI subscriptions for Vibes, its AI-powered short-form video generation tool built into the Meta AI app. While Vibes has been free since launch, Meta plans to move it to a freemium model, where users get limited access unless they subscribe to unlock additional video creation each month.
Separate from Meta Verified, and aimed at everyone
Importantly, these new subscriptions will be separate from Meta Verified, which targets creators and businesses with perks like verification badges, impersonation protection, and direct support.
Instead, Meta says these new offerings are designed for a broader audience, including everyday users who want more control, insight, or creative leverage inside the apps they already use daily.
While additional subscriptions open up new revenue streams for Meta, the challenge is obvious: subscription fatigue. With users already juggling streaming services, productivity tools, and AI subscriptions, Meta will need to make these premium tiers feel genuinely useful, not just nice-to-have.
For now, Meta says it plans to listen closely to user feedback as it rolls out tests. Whether people are willing to pay for “better social” remains to be seen, but the direction is clear.