Meta may soon ask users to pay for premium features on Instagram, Facebook and WhatsApp

Meta apps

• Meta to trial new subscriptions for exclusive features on Instagram, Facebook, WhatsApp
• Subscriptions will emphasize productivity, creativity, and enhanced AI features.
• Paid tiers may include AI tools, audience insights, and anonymous Story viewing

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Meta says it plans to test new subscriptions that will give users access to exclusive features across its apps, potentially asking people to pay for tools that go beyond the standard Instagram, Facebook and WhatsApp experience. The company confirmed to TechCrunch that these subscriptions will focus on productivity, creativity and expanded AI capabilities.

Over the coming months, Meta will begin rolling out premium options that offer additional controls over how users share content and connect with others. While the core versions of Meta’s apps will remain free, the company says each app will get its own set of subscription features, rather than a single, unified bundle. Meta is also leaving the door open to experimenting with different combinations and pricing models.

A major part of this push involves Manus, an AI agent Meta reportedly acquired for around $2 billion. Meta plans to integrate Manus directly into its apps, while also continuing to sell standalone subscriptions to businesses. Early signs of this integration are already appearing, with reverse engineers spotting a potential Manus AI shortcut being developed for Instagram.

Meta is also planning paid tiers for AI-powered features. One example is Vibes, its AI-driven short-form video generation tool built into the Meta AI app. While Vibes has been free since launch, Meta now plans to introduce a freemium model, where users would need to subscribe to unlock additional video creation capacity each month.

Details around paid features for WhatsApp and Facebook remain unclear, but leaks suggest Instagram’s subscription could include unlimited audience lists, insights into followers who do not follow back, and the ability to view Stories anonymously. These features appear aimed at power users rather than creators alone.

Meta says these subscriptions will be separate from Meta Verified, which is currently focused on creators and businesses. Unlike Meta Verified, which offers badges, support and impersonation protection, the new subscriptions are intended for a broader audience, including everyday users.

The move could help Meta diversify its revenue, but it also comes at a time when many users are feeling subscription fatigue. With multiple platforms competing for monthly fees, Meta will need to make a strong case for why its paid features are worth the extra cost. Snapchat’s success with Snapchat+, which has crossed 16 million subscribers, shows there is demand, but Meta’s challenge will be convincing users that social apps are worth paying for.

Meta says it will gather feedback as it tests these subscriptions and adjust its approach based on how users respond.