Meta moves to test paid subscriptions on Instagram, Facebook, WhatsApp

Meta has disclosed plans to pilot paid subscription options across its major platforms Instagram, Facebook and WhatsApp, a move aimed at unlocking premium features while maintaining free access to core services.

TechCrunch reported on Tuesday that the tech giant said the proposed subscriptions would roll out advanced tools designed to enhance user experience and give people greater flexibility in how they interact and share content online.

“In the coming months, Meta 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,” TechCrunch reported.

According to Meta, the subscription offerings will be tested using different pricing structures and feature combinations, with each platform expected to introduce its own unique set of paid benefits.

As part of the wider subscription push, Meta also announced plans to expand Manus, an artificial intelligence agent it recently acquired for a reported $2 billion. 

The company said Manus would be embedded across its products, while separate subscription plans would remain available for business users.

Images shared by reverse engineer Alessandro Paluzzi indicate that Meta has begun developing a shortcut for Manus AI within Instagram, suggesting early-stage integration work is already underway.

Meta further revealed that it intends to roll out paid access for certain AI-driven tools, including Vibes a short-form AI video creation feature inside the Meta AI app. 

Although Vibes has been available for free since its launch last year, the company plans to shift it to a freemium model, allowing limited use at no cost while charging for higher monthly video creation limits.

While Meta has yet to outline specific premium features for Facebook and WhatsApp, Paluzzi noted that Instagram’s paid tier may include options such as unlimited audience lists, insights into followers who don’t follow back, and the ability to view Stories anonymously.

The company stressed that these upcoming subscriptions would be independent of Meta Verified, its existing paid service for creators and businesses that provides perks like a verification badge, priority support, protection against impersonation, improved search visibility and exclusive stickers.

Meta added that lessons learned from Meta Verified would help shape its broader subscription plans for everyday users, content creators and businesses alike.

Despite the expansion, analysts have cautioned that growing “subscription fatigue” could slow adoption as users juggle multiple monthly digital expenses.

Meta, however, pointed to competitors such as Snapchat, noting that its Snapchat+ service priced from $3.99 per month has already attracted more than 16 million subscribers.

The company said it will depend heavily on user feedback as it begins testing and gradually introducing the new subscription options in the months ahead.