Meta has announced plans to test new subscription offerings that provide access to exclusive features across Instagram, Facebook, and WhatsApp.
According to the company, these subscriptions will focus on enhancing productivity, creativity, and AI capabilities, while the core functionality of each app will remain free for all users.
App-Specific Premium Features
Meta confirmed that each app will have its own premium tools and features rather than a single, unified subscription across platforms. The company will test multiple subscription bundles to determine which features appeal most to users.
AI Integration with Manus
As part of its subscription strategy, Meta plans to scale Manus, an AI agent it recently acquired for approximately $2 billion. Manus will be integrated into Meta’s products while also being offered as a standalone AI subscription for businesses. Meta has already been seen testing a Manus AI shortcut on Instagram, signaling upcoming integrations.
AI-Powered Tools and Vibes
Meta will also test paid access to certain AI features, including Vibes, a short-form video generation tool within the Meta AI app. Vibes allows users to create and remix AI-generated videos, and Meta plans to introduce a freemium model—free usage with limited capacity, plus a subscription for expanded monthly video creation.
Potential Instagram Subscription Features
While details for WhatsApp and Facebook subscriptions remain limited, reverse engineer Alessandro Paluzzi revealed that Instagram subscriptions could allow users to create unlimited audience lists, see which followers do not follow back, and view Stories anonymously. These subscriptions will be separate from Meta Verified, the company’s existing paid offering aimed at creators and businesses.
Meta Verified Insights and Strategy
Meta Verified currently provides benefits like verified badges, direct support, impersonation protection, search optimization, and exclusive stickers. Lessons learnt from Meta Verified will guide the development of new subscriptions targeting everyday users, creators, and businesses.
Revenue Potential and Market Competition
The initiative could create new revenue streams for Meta, but the company faces challenges such as subscription fatigue among users. With many apps competing for monthly spending, Meta will need to provide clear value to attract subscribers.
The success of Snapchat+, which now has over 16 million subscribers, shows that demand exists for social media subscriptions. Meta plans to collect user feedback as it gradually rolls out the new offerings in the coming months.
