Meta to Test New Paid Subscriptions Across Instagram, Facebook, and WhatsApp
Meta is gearing up to introduce a new generation of paid subscription services on its popular platforms—Instagram, Facebook, and WhatsApp. The company has confirmed plans to test premium features that focus on enhancing creativity, boosting productivity, and leveraging artificial intelligence, all while ensuring that the core services remain free for all users.
Gradual Rollout and Tailored Experiences
According to Meta, these subscription plans will be rolled out gradually over the coming months. The company aims to provide a premium experience that is specifically tailored to how people connect and share on each app. Instead of adopting a one-size-fits-all model, Meta will test different bundles and features, with each platform offering its own unique set of paid tools. This approach indicates that Meta is still refining its strategy and is open to making adjustments based on user feedback.
Integration of AI Agent Manus
A significant part of Meta's subscription push involves scaling up Manus, an AI agent that the company recently acquired for a reported $2 billion. Meta plans to take a two-pronged approach with Manus by integrating it directly into its apps while continuing to sell it as a standalone service for businesses. Early signs of this integration are already emerging, with industry observers noting work on adding a Manus shortcut to Instagram.
Monetizing AI-Powered Creative Tools
Meta is also looking to monetize its AI-powered creative tools. One notable feature is Vibes, an AI-based short-form video generator built into the Meta AI app. Currently, Vibes is free to use, allowing users to create and remix AI-generated videos. Under the new subscription plan, users may receive limited free access, with the option to subscribe for additional video creation credits each month.
Potential Features on Instagram, WhatsApp, and Facebook
While Meta has not disclosed full details of the paid features for WhatsApp and Facebook, early indications suggest that Instagram's subscription could include tools such as:
- Unlimited audience lists
- The ability to see which followers do not follow back
- The option to view Stories anonymously
These features are designed to appeal to users who seek more control and insight into their social interactions.
Distinction from Meta Verified
Meta has emphasized that these new subscriptions will be separate from Meta Verified, its existing paid service for creators and businesses. Meta Verified focuses on benefits like account verification, protection against impersonation, and priority support, which are less relevant to regular users. In contrast, the upcoming subscriptions are intended to attract a broader audience, including casual users and content creators.
Addressing Subscription Fatigue and Market Potential
Although subscriptions offer new revenue streams for Meta, the company faces the challenge of subscription fatigue, as users already manage multiple subscriptions. However, the success of services like Snapchat+, which has attracted over 16 million subscribers, suggests that users are willing to pay for added value. Meta has stated that it will closely monitor feedback as it begins testing these new offerings.
