By Ghazali Ibrahim
Meta has unveiled plans to begin testing paid subscription options on Instagram, Facebook and WhatsApp, signaling a shift toward premium add-ons while keeping its main services free for all users.
The company said the subscriptions will unlock extra tools and features designed to give users greater flexibility and control over how they interact and share content on its platforms.
The move, first reported by TechCrunch on Tuesday, will see Meta roll out what it described as a “premium experience” across its apps in the coming months.
Meta explained that it will trial different pricing models and feature packages, with each platform offering its own set of paid benefits rather than a one-size-fits-all plan.
As part of the broader subscription push, Meta also plans to expand the use of Manus, an artificial intelligence agent it recently acquired for about $2 billion. The company said Manus will be integrated into its products, while standalone subscription plans will remain available for business users. Early signs of this integration are already emerging, with leaked screenshots indicating that a Manus AI shortcut may soon appear on Instagram.
Beyond Manus, Meta is preparing to monetize some of its AI-powered tools. One of them is Vibes, a short-form AI video creation feature within the Meta AI app. Although Vibes has been free since its debut last year, Meta plans to introduce a freemium model that limits free usage and charges users who want to generate more videos each month.
Details around what paid subscribers will get on Facebook and WhatsApp have not yet been disclosed.
However, reports suggest that Instagram’s subscription could include perks such as unlimited audience lists, insights into users who do not follow back, and the ability to view Stories anonymously.
Meta stressed that these new subscriptions will be separate from Meta Verified, its existing paid offering for creators and businesses. Meta Verified currently provides benefits like account verification, direct customer support, protection against impersonation, improved visibility in search and exclusive stickers.
The company said lessons learned from Meta Verified will help shape how these new subscription services are rolled out to everyday users, creators and businesses.
Industry watchers have cautioned that Meta may face resistance as consumers grow weary of paying for multiple digital subscriptions. Still, the company pointed to competitors such as Snapchat, whose Snapchat+ service priced from $3.99 a month has already attracted more than 16 million subscribers.
Meta said user feedback will play a key role as it begins testing and gradually introducing the new paid features across its platforms.
