Editorial illustration for Meta to pilot premium subscriptions for Instagram, Facebook, WhatsApp
Meta Launches Premium Subscriptions Across Social Platforms
Meta to pilot premium subscriptions for Instagram, Facebook, WhatsApp
Meta is rolling out a new experiment that could change how users pay for its biggest platforms. While the company has already introduced Meta Verified—a paid badge that debuted in 2023—this latest move targets a broader set of features across Instagram, Facebook and WhatsApp. The idea is to offer optional, tiered bundles that sit alongside the free, ad‑supported experience.
Why does this matter? If the tests prove popular, Meta might carve out a recurring‑revenue channel that doesn’t rely solely on advertising. Here’s the thing: the rollout isn’t a blanket shift; it’s a series of pilots, each designed to gauge demand for things like advanced analytics, priority support or exclusive content tools.
The company told TechCrunch it will trial a variety of subscription options and bundle configurations before deciding which, if any, become permanent. The core Instagram, Facebook, and WhatsApp services will remain free to use, and the new premium subscriptions will be separate from the paid Meta Verified service that was launched in 2023. Meta told TechCrunch that it will test a variety of subscription features and bundles and will launch each ap.
The core Instagram, Facebook, and WhatsApp services will remain free to use, and the new premium subscriptions will be separate from the paid Meta Verified service that was launched in 2023. Meta told TechCrunch that it will test a variety of subscription features and bundles and will launch each app subscription with a distinct set of exclusive capabilities. The price of these upcoming subscription plans is currently unknown.
One of the features being tested is Vibes, the AI-generated short-form video experience built into the Meta AI app. While Vibes has been free since it launched in September 2025, Meta is now reportedly planning to move to a freemium model that locks certain video creation opportunities behind a paid subscription. Manus, the suite of general AI agents that Meta acquired in December for a reported $2 billion, will also be part of the subscription plans, with Meta integrating Manus into its own products while continuing to offer it to businesses as a standalone subscription.
An integration spotted by leaker Alessandro Paluzzi is a shortcut to Manus AI on Instagram, alongside a description that reads "research, create, and build with Manus." According to Paluzzi, Instagram's premium subscription may allow users to create unlimited audience lists, see a list of accounts you follow who don't follow you back, and view a Story without notifying the user who posted it. We do not currently know what the premium subscriptions for WhatsApp and Facebook might provide. Meta could be preparing these premium subscription plans to claw back some of the revenue it's invested into AI.
While AI providers like OpenAI, Google, and Anthropic charge for higher access to their models, Meta's Llama family has remained open-source and free.
Will users pay for extra AI tools? Meta says the trial will roll out in the coming months, offering premium tiers on Instagram, Facebook and WhatsApp that promise expanded capabilities and more granular control over sharing. The core platforms will stay free, and the new plans sit apart from the Meta Verified service introduced in 2023.
Some existing and future AI features could end up behind a paywall, a move that could reshape how casual users interact with the apps. Yet the company has offered no details on pricing, bundle composition or the criteria for “productivity and creativity” enhancements, leaving the value proposition unclear. If the subscriptions succeed, they'll provide a modest revenue stream beyond advertising; if not, they could simply remain a niche offering for power users.
The tests will examine a variety of feature sets, but the article stops short of explaining how success will be measured. Ultimately, the impact on user experience and platform dynamics remains uncertain.
Further Reading
- Meta to test premium subscriptions on Instagram, Facebook, and WhatsApp - TechCrunch
- Meta plans premium subscriptions for WhatsApp, Instagram and Facebook - The News
- Meta Prepares Paid Tiers For Instagram, Facebook And WhatsApp Offering Exclusive AI Features and Enhanced Control - Benzinga
- Meta eyes premium subscriptions on Instagram, Facebook, WhatsApp - News.Az
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Common Questions Answered
What are Meta's plans for a paid AI chatbot subscription service?
[reuters.com](https://www.reuters.com/technology/artificial-intelligence/meta-plans-release-standalone-meta-ai-app-cnbc-reports-2025-02-27/) reports that Meta plans to test a paid subscription service for Meta AI in the second quarter of this year. The source indicates that Meta does not expect meaningful revenue from this subscription until at least next year, as part of CEO Mark Zuckerberg's strategy to compete with OpenAI and Google in the AI space.
How much is Meta investing in AI infrastructure this year?
According to [reuters.com](https://www.reuters.com/technology/artificial-intelligence/meta-plans-release-standalone-meta-ai-app-cnbc-reports-2025-02-27/), Mark Zuckerberg has committed to spending up to $65 billion this year to expand Meta's AI infrastructure. The company is also establishing a new division within Reality Labs to develop AI-powered humanoid robots that can assist with physical tasks.
When is Meta planning to launch a standalone Meta AI app?
[reuters.com](https://www.reuters.com/technology/artificial-intelligence/meta-plans-release-standalone-meta-ai-app-cnbc-reports-2025-02-27/) reports that Meta plans to debut a standalone Meta AI app during the second quarter of this year. The app will join Facebook and Instagram as part of Meta's broader AI strategy to compete with other tech giants in the artificial intelligence space.