Meta to trial premium subscriptions for Instagram, Facebook and WhatsApp
Meta is preparing to test new premium subscriptions across Instagram, Facebook, and WhatsApp, marking its biggest push yet to get everyday users to pay for added features — especially those powered by artificial intelligence.
The company says the trials will roll out in the coming months and will offer “more productivity and creativity” through exclusive tools and expanded AI capabilities. Importantly, Meta stressed that the core versions of its apps will stay free.
One major focus of the subscriptions is AI. Meta plans to bundle in access to advanced tools built around Manus, the AI agent company it bought in December for a reported $2bn. Meta previously said the deal would allow users to work with “agents” that can handle complex tasks with little input. In a blog post at the time, the company said: “Manus's exceptional talent will join Meta's team to deliver general-purpose agents across our consumer and business products, including Meta AI.”
Manus, now based in Singapore after relocating from China, markets itself as a “truly autonomous” AI agent — meaning it can plan and complete tasks without needing constant prompts. Meta plans to integrate Manus directly into its apps while continuing to sell standalone subscriptions to businesses. Developers have already spotted signs of Manus being tested inside Instagram.
Meta is also eyeing subscriptions tied to creative AI tools, including its Vibes video generation feature. Vibes, which lets users create and remix AI-generated short videos, has been free since launch. Under the new model, users would still get basic access, with the option to pay for more advanced video creation features. Meta says Vibes “can bring your ideas to life with new AI visual creation tools”.
While Meta hasn’t shared full details for every app, early signs suggest Instagram’s paid tier could include features like unlimited audience lists, seeing who doesn’t follow you back, and viewing Stories anonymously. What premium options might look like on WhatsApp and Facebook remains unclear, though Meta has hinted at more control over sharing and connections.
The subscriptions will be separate from Meta Verified, the paid verification service launched in 2023 that offers blue checkmarks, customer support, and protection against impersonation. Meta says it’s using lessons they learned from Meta Verified to shape a broader subscription strategy aimed not just at creators and businesses, but regular users too.
The move also comes as Meta looks for ways to balance its heavy spending on AI. While its Llama language models are open source and free to use, rivals like OpenAI, Google, and Anthropic charge for premium access — something Meta has so far avoided.
Not everyone may be eager to sign up. With subscription fatigue setting in, Meta will need to convince users the extras are worth it. Still, there’s proof the model can work: Snapchat’s paid tier, Snapchat+, now has more than 16 million subscribers.
For now, Meta says it plans to take things slowly and listen closely. As the company put it, it will “listen to its community of users and gather feedback” as the tests begin.
