Meta to test premium subscriptions on Instagram, Facebook, and WhatsApp

Meta plans to test new subscriptions that give people access to exclusive features on it apps, the company told TechCrunch on Monday. The tech giant said the new subscriptions will unlock more productivity and creativity, along with expanded AI capabilities.

In the coming months, Meta said it will offer a premium experience on Instagram, Facebook, and WhatsApp that gives users access to special features and more control over how they share and connect, while keeping the core experiences free. Meta doesn’t appear to be locked into one strategy, noting that it will test a variety of subscription features and bundles, and that each app subscription will have a distinct set of exclusive features. 

Meta also shared that it plans to scale Manus, an AI agent it recently acquired for a reported $2 billion, as part of its subscription plans.

Meta is taking a two-fold approach to Manus. The company is going to integrate Manus into Meta products, while continuing to sell standalone subscriptions to businesses. Meta has already been spotted working on adding a shortcut to Manus AI on Instagram, according to a screenshot shared by reverse engineer Alessandro Paluzzi, who often finds unreleased features while they’re still under development.

Additionally, Meta plans to test subscriptions for AI features, such as Vibes video generation. Vibes is Meta’s AI-powered short-form video experience built into the Meta AI app that lets people create and remix AI-generated videos. Although Vibes has been free since its launch last year, Meta now plans to offer freemium access to Vibes video creation, with the option to subscribe to unlock additional video creation opportunities each month. 

While it’s unknown what the paid features on WhatsApp and Facebook will look like, Paluzzi notes that the new subscription on Instagram will let users create unlimited audience lists, the ability to see a list of followers who don’t follow you back, and the option to view a Story without the poster seeing that you viewed it.

It’s worth noting that the new subscriptions will be separate from Meta Verified. The tech giant says it’s going to use what it learned from Meta Verified to evolve its subscription business to include more offerings it thinks everyday users, creators, and businesses will want.

Meta Verified is aimed at content creators and businesses, as it comes with a verified badge, 24/7 direct support, impersonation protections, search optimization, exclusive stickers, and more. While these features aren’t aimed at everyday users or non-creators, the new subscriptions will be designed for a broader audience.

The launch of additional subscriptions will allow Meta to generate more revenue; however, many users may be deterred by subscription fatigue. With so many paid services competing for monthly spending, Meta will have to offer a compelling product to get users to sign up for yet another subscription.

Snap has proven there is a market for social media subscriptions, as its Snapchat+ offering continues to be a revenue driver. Snapchat+, which starts at $3.99 per month for exclusive features, has topped 16 million subscribers, more than doubling since early 2024.

Meta says it plans to listen to its community of users and gather feedback as it starts rolling out the subscriptions in the coming months.