Meta Testing is a paid subscription across Instagram, Facebook and WhatsApp to unlock premium features and AI across its apps.
What happened. Meta is testing a new subscription that unlocks exclusive features across Instagram, Facebook and WhatsApp, while keeping the core experience free. Rather than a single bundle, Meta plans to explore different subscription models and feature sets tailored for each application, encompassing productivity, intelligence and the expanded capabilities of AI.
Subscriptions will introduce premium controls and tools to everyday users, creators and businesses — separate from Meta Verified. On Instagram, initial testing may include an unlimited audience list, unfollower information, and private news views.
Meta also plans to roll out paid access to AI features, including expanded use of its Vibes AI video generation tool under a freemium model.
Why do we care. Paid subscriptions can change how users interact with Meta apps, potential engagement, privacy settings, and audience visibility. New AI-powered creative tools and premium features may also impact the volume, quality, and formats of user-generated content marketers compete for — or can enter — in campaigns. Over time, subscription categories can reshape the targeting, measurement, and value of organic vs. paid reach across Instagram, Facebook, and WhatsApp.
Between the lines: AI is at the center of strategy. Meta plans to scale Manus, the AI agent it acquired for a reported $2 billion, integrating it directly into its apps while selling standalone subscriptions to businesses. Early reports say that Manus shortcuts could appear within Instagram, strengthening the link between social interaction and AI-assisted creation.
Why now. Advertising is still Meta’s core business, but subscriptions offer diversification at a time when users are increasingly willing to pay for different social features – as demonstrated by Snapchat+, which has grown to more than 16 million subscribers. Meta is betting it can replicate that success without the influx of users who are already feeling tired of subscriptions.
An important point. Meta is testing whether premium social features and AI can open up a new revenue stream outside of ads, but success will depend on whether users see enough daily value to justify another monthly subscription.
Celebrate deeply. Meta testing premium subscriptions for Instagram, Facebook, and WhatsApp
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