Meta to test paid subscriptions with AI features across Instagram, Facebook

Meta Platforms is preparing to test new subscription models across its social media apps, aiming to unlock additional revenue streams while expanding access to artificial intelligence-powered tools.

The plans, confirmed by a Meta spokesperson and first reported by TechCrunch, signal a broader shift toward paid features layered on top of Meta’s free core services.

The company said the subscriptions are designed to “unlock more productivity and creativity” by giving users access to exclusive features and expanded AI capabilities.

The tests are expected to roll out in the coming months across Instagram, Facebook, and WhatsApp, with each app offering a distinct set of paid tools and controls.

A premium layer across Meta’s apps

Meta said it is not committed to a single subscription strategy and will experiment with different bundles and features depending on the app.

While the core experiences on Instagram, Facebook, and WhatsApp will remain free, paid users will receive additional controls over how they share content and connect with others.

Some early indications of what these subscriptions could include have already surfaced.

According to reverse engineer Alessandro Paluzzi, the Instagram subscription may allow users to create unlimited audience lists, see which followers do not follow them back, and view Stories anonymously without notifying the poster.

Meta emphasized that these new offerings will be separate from Meta Verified, its existing paid product launched in 2023, which is aimed primarily at creators and businesses.

Meta Verified includes a verified badge, direct support, impersonation protection, and search optimization.

The company said it plans to apply lessons learned from Meta Verified to develop subscriptions that appeal to a broader audience, including everyday users.

AI agents and video tools move behind paywalls

A central component of Meta’s subscription push is artificial intelligence.

The company plans to scale Manus, a general AI agent platform it acquired in December for a reported $2 billion, as part of its paid offerings.

Meta intends to integrate Manus directly into its products while continuing to sell standalone subscriptions to businesses.

Meta has also been spotted testing shortcuts to Manus within Instagram, suggesting deeper integration across its ecosystem.

The move comes after years of heavy spending on AI talent and acquisitions, even as Meta kept its Llama large language models open-source and freely available.

In addition, Meta plans to introduce subscriptions tied to AI-powered creative tools.

One example is Vibes, a short-form AI video experience built into the Meta AI app.

While Vibes has been free since its launch, Meta now plans to offer a freemium model, giving users basic access while charging for additional video creation opportunities each month.

Revenue ambitions and subscription fatigue risks

The subscription strategy could help Meta generate incremental revenue at a time when social media companies are seeking alternatives to advertising alone.

However, the company faces the challenge of subscription fatigue, as consumers already juggle multiple monthly services.

Competitors have demonstrated that there is demand for paid social features.

Snapchat’s Snapchat+ subscription, which starts at $3.99 per month, has grown to more than 16 million subscribers, more than doubling since early 2024.

Meta said it plans to listen closely to user feedback as it rolls out the new subscriptions.

How compelling the features prove to be may determine whether users are willing to pay for yet another digital service in an increasingly crowded subscription economy.

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