Meta is exploring subscription models for Instagram, Facebook, and WhatsApp, offering exclusive features to paying users. The company confirmed that the new subscription models will give users access to exclusive features, including advanced AI functions and more productivity tools. However, the core experiences of the apps are to remain free.
Meta plans to test various subscription features and bundles over the coming months, with each app getting its own set of exclusive functions. Meta is not relying on a unified model, but is experimenting with different approaches for Instagram, Facebook and WhatsApp. These subscriptions are expected to unlock advanced creative, productivity and artificial intelligence tools. The company plans a trial-and-error approach, with each app offering a different set of paid features.
Meta's AI video feature 'Vibes' lets users discover, create, and share short-form AI videos. It allows people to make videos using AI tools or remix existing clips by adding music or changing the visual style. Meta also plans to experiment with subscriptions tied specifically to AI tools. Meta plans to roll out paid access to AI features, including expanded usage of its Vibes AI video generation tool under a freemium model. Since its launch last year, Vibes was free. But in the future, users can unlock additional video creations per month with a subscription. The basic functions remain free; the subscription expands monthly creative options.
Meta's new subscriptions and AI features could change how users create, share, and engage with content, reshaping the signals advertisers rely on. Paid subscriptions could change how users interact with Meta's apps, potentially shifting engagement, privacy settings, and audience visibility. New AI-powered creation tools and premium features may also influence the volume, quality, and formats of user-generated content advertisers compete with — or can tap into — for campaigns.
The new subscriptions are explicitly separate from Meta Verified. Verified targets content creators and businesses with verified badges and 24/7 support. Meta is still testing what will actually convince users to pay. The overarching idea is clear: greater control over content creation, more tools and more AI for those willing to open their wallets.
With subscriptions, paying users are to receive additional control over sharing and networking. According to TechCrunch, Meta is talking about a “premium experience” that will include exclusive features that offer more control over content, interactions, and new creative possibilities, among other things. It's still unclear which specific features will be subject to fees.
Meta wants to test different models and incorporate user feedback into their design. These paid subscriptions could vary significantly depending on the platform. For Instagram and Facebook, additional features related to content, reach, or analysis are conceivable. On Instagram, early tests could include unlimited audience lists, insights into non-followers, and stealth story viewing. As things stand at present, WhatsApp is primarily concerned with supplementary offers and not the basic use of the messenger service.
One of Meta's central moves is expected to be the integration of “Manus,” the AI agent the company recently acquired for a reported $2 billion. Meta plans to scale Manus, the AI agent it acquired for a reported $2 billion, integrating it directly into its apps while also selling standalone subscriptions to businesses. Early reports say Manus shortcuts could appear inside Instagram, tightening the link between social engagement and AI-assisted creation.
