Meta is reportedly preparing to test a new wave of paid subscriptions across Instagram, Facebook and WhatsApp, unlocking exclusive features, advanced AI tools and enhanced controls. The plans are aimed at users, creators and businesses, while keeping Meta’s core app experiences free.
Meta is reportedly gearing up to introduce paid subscription plans across Instagram, Facebook and WhatsApp, as the company looks to expand its revenue streams beyond advertising. According to a report by TechCrunch, the new subscriptions are expected to enter the testing phase in the coming months.
The plans are said to target everyday users, creators and businesses, while Meta continues to keep the core experience of its social platforms free. The company reportedly told TechCrunch that the upcoming subscriptions will focus on productivity, creativity and AI-powered capabilities.
As per the report, Meta has made it clear that it is "not committing to a single subscription model" and instead plans to experiment with multiple feature sets and bundles across its apps.
According to the TechCrunch report, Meta is planning app-specific subscription plans, rather than offering a single universal subscription across Instagram, Facebook and WhatsApp.
This approach will allow Meta to test different premium features based on how users engage with each platform. Each app is expected to offer its own distinct paid experience, tailored to its core use cases.
On Instagram, the proposed subscription is expected to focus heavily on audience management and visibility controls. As per the report, the paid Instagram plan could allow users to:
Create unlimited audience lists
View a list of followers who do not follow them back
Watch Stories anonymously without notifying the poster
Although Meta has not officially confirmed the final list of features, the company reportedly told TechCrunch that Instagram will have exclusive subscription tools that differ from those on other Meta platforms.
Meta has not yet disclosed specific details about what paid features could be introduced on Facebook. However, according to the report, Facebook subscriptions could centre on content visibility, reach or enhanced interaction tools.
For WhatsApp, paid features are expected to focus on privacy controls, advanced communication tools or business-oriented functionality. The report notes that Meta plans to test multiple approaches across both platforms before finalising a long-term strategy.
Meta reportedly said it will evaluate user response during testing before committing to any permanent subscription structure.
A major part of Meta’s subscription strategy involves AI-powered features. According to TechCrunch, Meta plans to test paid access to certain AI tools, including its short-form AI video creation feature called Vibes.
Vibes, which launched last year inside the Meta AI app, allows users to create and remix AI-generated videos. While the feature has been free so far, Meta is now reportedly planning to shift it to a freemium model.
Under this approach:
Users may get a limited number of AI-generated videos for free
A subscription would unlock additional video creation capacity per month
Meta also plans to scale Manus, an AI agent it acquired in December 2025. According to the report, Meta will take a two-pronged approach with Manus:
Integrating it directly into Meta’s consumer apps
Continuing to sell standalone subscriptions to businesses
TechCrunch noted that Meta has already been spotted working on a Manus shortcut inside Instagram, indicating deeper AI integration across its platforms.
TechCrunch reported that Meta has clarified the upcoming subscriptions will be completely separate from Meta Verified, its existing paid service.
Meta Verified currently includes:
Verified badge
Direct account support
Impersonation protection
Search optimisation
Exclusive stickers
While Meta Verified mainly targets creators and brands, the new subscription plans are designed for a much broader audience, including everyday users who want enhanced features and AI tools without needing verification.
Meta said it plans to apply insights gained from Meta Verified to refine and scale its overall subscription business.
With digital advertising facing increasing pressure globally, Meta’s push toward subscriptions reflects a broader industry trend of diversifying revenue streams. AI tools, productivity features and premium controls are increasingly being positioned as value-added services users may be willing to pay for.