Meta tests premium subscriptions across Instagram, Facebook, and WhatsApp with AI features

Meta to test premium subscriptions on Instagram, Facebook, and WhatsApp

Meta plans to test new subscriptions that give people access to exclusive features on it apps, the company told TechCrunch on Monday. The tech giant said the new subscriptions will unlock more productivity and creativity, along with expanded AI capabilities. In the coming months, Meta said it 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. Meta doesn't appear to be locked into one strategy, noting that it will test a variety of subscription features and bundles, and that each app subscription will have a distinct set of exclusive features. Meta also shared that it plans to scale Manus, an AI agent it recently acquired for a reported $2 billion, as part of its subscription plans. Meta is taking a two-fold approach to Manus. The company is going to integrate Manus into Meta products, while continuing to sell standalone subscriptions to businesses. Meta has already been spotted working on adding a shortcut to Manus AI on Instagram, according to a screenshot shared by reverse engineer Alessandro Paluzzi, who often finds unreleased features while they're still under development. Additionally, Meta plans to test subscriptions for AI features, such as Vibes video generation. Vibes is Meta's AI-powered short-form video experience built into the Meta AI app that lets people create and remix AI-generated videos. Although Vibes has been free since its launch last year, Meta now plans to offer freemium access to Vibes video creation, with the option to subscribe to unlock additional video creation opportunities each month. While it's unknown what the paid features on WhatsApp and Facebook will look like, Paluzzi notes that the new subscription on Instagram will let users create unlimited audience lists, the ability to see a list of followers who don't follow you back, and the option to view a Story without the poster seeing that you viewed it. It's worth noting that the new subscriptions will be separate from Meta Verified. The tech giant says it's going to use what it learned from Meta Verified to evolve its subscription business to include more offerings it thinks everyday users, creators, and businesses will want. Meta Verified is aimed at content creators and businesses, as it comes with a verified badge, 24/7 direct support, impersonation protections, search optimization, exclusive stickers, and more. While these features aren't aimed at everyday users or non-creators, the new subscriptions will be designed for a broader audience. The launch of additional subscriptions will allow Meta to generate more revenue; however, many users may be deterred by subscription fatigue. With so many paid services competing for monthly spending, Meta will have to offer a compelling product to get users to sign up for yet another subscription. Snap has proven there is a market for social media subscriptions, as its Snapchat+ offering continues to be a revenue driver. Snapchat+, which starts at $3.99 per month for exclusive features, has topped 16 million subscribers, more than doubling since early 2024. Meta says it plans to listen to its community of users and gather feedback as it starts rolling out the subscriptions in the coming months.

Premium Meta? A Small Yes, A Loud No

Meta will begin testing paid subscriptions on Instagram, Facebook, and WhatsApp in "the coming months." How much will it cost? Unknown -- pricing has yet to be announced. But subscription tiers will reportedly offer upgraded AI tools with productivity and creativity features. This includes expanded Meta AI capabilities, integration of the company's newly acquired Manus AI agent, and premium access to Meta's Vibes AI video generator. Instagram will also test features that could give users access to unlimited audience lists, follower insight tools, and anonymous Story viewing. Each of Meta's family of apps will have its own subscription -- separate from Meta Verified -- while core app experiences remain free. But do Meta's users want this? Ahead of today's earnings call, where Meta could reveal more details, Forrester ran an overnight poll using its ConsumerVoices Market Research Online Community (MROC) to gauge interest in a possible premium subscription of Meta's family of apps. We segmented respondents into 455 online adults across the US, UK, and Canada who use Facebook, Instagram, and/or WhatsApp at least weekly. Meta Users Most Value Audience And Privacy Controls We provided Meta family of app users with a list of eight potential premium subscription features and asked them to select up to three of the most valuable. While nearly half (47%) chose "none of these," the remaining respondents gravitated toward privacy‑oriented features: * 27% | Audience & privacy controls * 18% | Priority access to new features/support * 19% | Viewing Stories anonymously * 19% | Expanded AI creation tools * 15% | Advanced Analytics/insights * 10% | AI agent workflow assistance * 9% | Seeing which followers don't follow you back * 8% | Unlimited audience lists *Note: This poll was administered to a random sample of 455 online adults in the US, UK, and Canada in Forrester's qualitative ConsumerVoices online community in January 27-28, 2026. This data is not weighted to be representative of total country populations. A Small Slice Of Premium Users Could Still Mean Meta-Money About 15% of the Meta users Forrester polled indicated they'd likely subscribe to a premium model. We know survey intent doesn't translate to actual behavior. But even if just 5% of Meta's users ultimately paid a monthly subscription, it could amount to hundreds of millions of dollars in incremental revenue per month. Why? Among those who said they'd "definitely" or "probably" subscribe: * 39% would pay $3.99 or less per month. * 26% would pay $4-$7.99 per month. * The remaining group would pay even more per month. These users want meaningful upgrades that actually improve their experience. That includes more powerful AI tools that help them create, work, or engage more effectively; better control over privacy, audiences, and customization; and features that unlock access beyond what the free version offers. Others value a more entertaining or more integrated experience across devices. And then there's, of course, the early‑adopter crowd that simply wants to try new tech first. Ultimately, users will pay only if the premium tier delivers tangible utility outside the free version. Free Is Just Fine For Meta's Majority Users who say they "definitely" or "probably" wouldn't pay for a Meta subscription (70% of poll respondents) see no perceived value in premium features. They've used Meta's apps for free for years, and the idea of paying for social media feels unnecessary at best and exploitative at worst. Cost‑of‑living pressures and subscription fatigue show up repeatedly in their responses. Then there's the trust gap: a meaningful share of users reject paying Meta on principle -- whether due to privacy concerns, distaste for AI integration, or skepticism that Meta "deserves" more money. The bottom line? For the typical Meta user, the free version of Facebook, Instagram, or WhatsApp already gives them what they need -- and nothing in a paid tier is compelling enough to change that. Forrester clients: Let's chat more about this via a Forrester guidance session.

Instagram, Facebook, and WhatsApp will test premium subscriptions

Meta is gearing up to trial new premium subscriptions for Instagram, Facebook, and WhatsApp in the coming months that will allow users to access expanded AI capabilities and additional features. TechCrunch reports that the upcoming subscription plans aim to "unlock more productivity and creativity" by providing premium users with "more control over how they share and connect." The core Instagram, Facebook, and WhatsApp services will remain free to use, and the new premium subscriptions will be separate from the paid Meta Verified service that was launched in 2023. Meta told TechCrunch that it will test a variety of subscription features and bundles and will launch each app subscription with a distinct set of exclusive capabilities. The price of these upcoming subscription plans is currently unknown. One of the features being tested is Vibes, the AI-generated short-form video experience built into the Meta AI app. While Vibes has been free since it launched in September 2025, Meta is now reportedly planning to move to a freemium model that locks certain video creation opportunities behind a paid subscription. Manus, the suite of general AI agents that Meta acquired in December for a reported $2 billion, will also be part of the subscription plans, with Meta integrating Manus into its own products while continuing to offer it to businesses as a standalone subscription. An integration spotted by leaker Alessandro Paluzzi is a shortcut to Manus AI on Instagram, alongside a description that reads "research, create, and build with Manus." According to Paluzzi, Instagram's premium subscription may allow users to create unlimited audience lists, see a list of accounts you follow who don't follow you back, and view a Story without notifying the user who posted it. We do not currently know what the premium subscriptions for WhatsApp and Facebook might provide. Meta could be preparing these premium subscription plans to claw back some of the revenue it's invested into AI. While AI providers like OpenAI, Google, and Anthropic charge for higher access to their models, Meta's Llama family has remained open-source and free. The challenge will now be to persuade users that they need AI features on their social media enough to warrant paying for them.

Meta to test premium subscription plans for Instagram, Facebook and WhatsApp

Meta Platforms is set to test new subscription models across its apps, including Instagram, Facebook and WhatsApp in the coming months, according to a report from TechCrunch on Tuesday. The report, confirmed by a Meta spokesperson, said the subscriptions are expected to "unlock more productivity and creativity" by giving paid users access to more features and expanded AI capabilities. Meta's recently acquired suite of general AI agents under Manus will also be scaled as part of the subscription plans. Meta Platforms bought Manus -- a Singapore-based developer of AI agents founded in China -- in December for a reported $2 billion. With its new subscription plans, Meta could be seeking a return on investment from its massive spending on AI talent and acquisitions last year, even before the Manus purchase. While Meta has been developing large language models under the Llama umbrella, those have been open-sourced. That means general access to Llama has remained free, unlike with paid plans from AI leaders like OpenAI, Google, and Anthropic. Other features offered as part of Meta's paid plans could include full access to its AI-powered short-form video experience Vibes, which allows users to create and remix AI-generated videos. While Vibes has been free since its launch in 2025, the new subscription model would grant free access to its basic version, with the option to pay for additional features. The subscriptions will be separate from Meta Verified, a paid product rolled out by the company in 2023 that gave content creators and businesses a verified badge, 24/7 direct support, protection against impersonation, search optimization, and more. Meta told TechCrunch that it plans to listen to its user community and gather feedback as it rolls out subscriptions in the coming months.

Meta is testing paid subscriptions for Instagram, Facebook, and WhatsApp

Serving tech enthusiasts for over 25 years. TechSpot means tech analysis and advice you can trust. The takeaway: Meta is preparing a wide-ranging set of paid features across Instagram, Facebook, and WhatsApp as part of a new subscription strategy that deepens its investment in AI and user customization. The company confirmed it will begin testing premium tiers later this year, following months of internal work. Meta plans to experiment with several subscription models tailored to each app, rather than pursuing a single paid package. Their goal is to offer users access to "unique features" without changing the free versions that billions already use. Early tests are expected to examine how features related to creation, sharing, and privacy resonate with different audiences before the premium plans roll out to a broader audience. The new subscription strategy is based on Manus, the AI agent the company acquired in late 2025 for a reported $2 billion. Manus specializes in adaptive, conversational AI that can perform complex tasks and handle contextual requests - a capability Meta is now tasking it with bringing to its family of apps. Internally, the company views Manus as both a consumer-facing assistant and an enterprise product. Integration across Instagram and other apps is already underway, following leaks by reverse engineer Alessandro Paluzzi showing early Manus shortcuts embedded within Instagram's interface. Meta also intends to keep offering Manus as a standalone subscription for businesses, positioning it as a productivity platform for developers and enterprises wanting access to advanced conversational AI. This two-path approach allows Meta to embed Manus deeply within its ecosystem while still competing with rivals' enterprise AI tools. Meta also plans to roll out a subscription component for Vibes, its AI-powered short-form video generator housed within the Meta AI app. While Vibes debuted as a free feature in 2025, Meta now intends to use a freemium model, offering basic functionality to all users while limiting advanced creation tools to subscribers. On Instagram, early versions of the new subscription reportedly include the ability to identify followers who don't return the follow, and view Stories anonymously... On Instagram, early versions of the new subscription reportedly include the ability to make unlimited audience lists, identify followers who don't return the follow, and view Stories anonymously - reflecting a tilt toward privacy and control. Details on similar features for WhatsApp and Facebook remain under wraps, but the experiments illustrate Meta's growing interest in personalization-as-a-subscription feature. The new services will operate separately from Meta Verified, which launched last year for creators and businesses seeking verification, support, and visibility benefits. Meta says feedback from that program is shaping a broader subscription plan focused on everyday users and small businesses instead of public figures. Analysts note that while Meta is entering a crowded subscription market, success stories like Snapchat+, which surpassed 16 million paying users at $3.99 per month, show that optional paid features can generate meaningful new revenue. Still, Meta will have to contend with growing subscription fatigue among consumers. The company's approach appears deliberately cautious: test, gather user feedback, and scale only what works. For a business that still earns nearly all of its revenue from advertising, Meta's coming experiments mark its most serious attempt yet to diversify how people interact - and pay - for its products.

Meta to trial premium subscriptions for Instagram, Facebook and WhatsApp

Technology giant Meta is to trial premium subscriptions for Instagram, Facebook and WhatsApp users in the coming months. The new offerings would give access to features including expanded artificial intelligence (AI) capabilities. Under the plan, access to the platforms' core services would remain free to use. The firm also plans to test subscriptions for features, such as its Vibes video generation app, which the firm says "can bring your ideas to life with new AI visual creation tools". Meta announced Vibes in September as part of the latest version of the Meta AI app. It also aims to use Manus, a Chinese-founded AI firm it bought in December for a reported $2bn (£1.46bn), in its subscription plans, according to TechCrunch, which first reported the story. The company will also continue to offer standalone Manus subscriptions to businesses. At the time, Meta said the deal would help improve its own AI by giving people access to "agents" - tools which can do complex things with minimal user interaction such as planning trips or making presentations. "Manus's exceptional talent will join Meta's team to deliver general-purpose agents across our consumer and business products, including Meta AI," it said in a blog post. Based in Singapore after relocating from China, Manus has sought to set itself apart from rival AI developers with what it claims can be a "truly autonomous" agent. Unlike many chatbots which need to be repeatedly asked for things before a user can get their desired response, Manus says its service can plan, execute and complete tasks independently in accordance with instructions.

Meta Will Trial Premium Subscriptions for Instagram and Facebook

Meta is preparing to test paid subscriptions across Instagram, Facebook, and WhatsApp, including premium access to AI tools such as its Vibes video feature. According to a report by TechCrunch, the paid subscriptions would give paying users access to extra features and expanded AI capabilities across Meta's platforms. Meta tells TechCrunch that it plans to introduce a premium experience on Instagram, Facebook, and WhatsApp in the coming months, offering special tool and greater control over how people share and connect -- while continuing to offer the main services at no cost. The company says it is not committing to a single approach and will test different subscription features and bundles. Each app is expected to have its own set of exclusive paid features, rather than one universal package. Meta also plans to experiment with subscriptions tied specifically to AI tools. This includes Vibes, an AI-driven short-form video feature that allows users to create and remix AI-generated videos. Vibes was announced in September as part of the latest version of the Meta AI app. Although Vibes has been free since its launch, Meta now plans to introduce a freemium model. Under this model, users would be able to create a limited number of AI-generated videos for free, with the option to subscribe for additional video creation each month. TechCrunch reports that Meta will gather feedback from users as it rolls out these tests. Access to the platforms' core functions will remain free, even as premium options are introduced. The company also stressed that the new subscriptions will be separate from Meta Verified, a paid service launched in 2023 that offers a verified badge, direct customer support, protection against impersonation, and other benefits for creators and businesses. In a statement to CNBC, a Meta spokesperson says the subscriptions are designed to "unlock more productivity and creativity" by giving paid users access to more features and enhanced AI tools. Image credits: Header photo licensed via Depositphotos.

AppleInsider.com

As some users have noticed, Meta is rolling out premium subscriptions that bundle AI tools with ad-free access, shifting advanced features behind a paywall while free users remain part of its advertising model. On January 26, Meta announced that it was going to test premium subscriptions across its apps. The subscriptions will offer exclusive features and expanded AI tools, while ad-supported versions remain free. Under the test, users are presented with a clear choice between two paths. People can subscribe to use Instagram, Facebook, and WhatsApp without ads, or continue using the services for free while agreeing to ongoing data use for advertising purposes. Meta claims the subscriptions will "unlock productivity, creativity, and AI-powered features," with each app receiving its own set of paid tools rather than a single bundled plan. The company isn't committing to one configuration and plans in order to experiment with different feature sets and pricing models over time. Early indications suggest the plans are aimed at power users rather than creators alone. Reported Instagram features include unlimited audience lists, insight into followers who don't follow back, and the ability to view Stories anonymously. Meta hasn't outlined what paid features will look like on Facebook or WhatsApp. The company says user feedback will guide how those offerings take shape as testing expands. Why Meta is pushing subscriptions This isn't Meta's first attempt at subscriptions. The company launched Meta Verified in 2023, charging users for blue check verification and support tools. The new subscription test is really about companies trying to shove LLMs into every service they can think of. They believe this will help them get a return on their investment. Users are now being asked to decide whether to pay with money or personal data. The change is mainly due to regulatory pressure, especially in Europe. But the majority of users aren't going to bite. If you want to keep using it for free, you'll need to agree to your data being used for ad targeting across accounts -- which is already the current transaction. On the other hand, Meta claims the paid version gives you an ad-free experience and ensures your personal data isn't used for advertising. That's the same Meta which has conducted psychological experiments on its users and weaponized voting data. Subscription fatigue is a real issue for many users who are already shelling out monthly fees for video streaming, music, cloud storage, and productivity services. Now, Meta wants them to add yet another recurring charge for products that have always been free. This new subscription offer is merely a way for Meta to recoup its AI losses and make it everyone else's problem.

Meta to test premium subs on Instagram, Facebook, WhatsApp

Meta announced plans to test premium subscriptions on Instagram, Facebook, and WhatsApp, providing access to exclusive features while maintaining free core experiences, as stated to TechCrunch on Monday. The subscriptions target enhanced productivity, creativity, and expanded artificial intelligence capabilities across the platforms. In the coming months, users will encounter a premium tier on each app that delivers special features and greater control over sharing and connecting with others. Meta emphasized flexibility in its approach by planning experiments with various subscription features and bundles tailored distinctly for Instagram, Facebook, and WhatsApp. Central to these efforts is Manus, an AI agent Meta acquired for approximately $2 billion. The company outlined a dual strategy for deployment: deep integration into its existing products alongside continued sales of standalone business subscriptions. Development work on a direct shortcut to Manus AI within Instagram has surfaced, evidenced by a screenshot from reverse engineer Alessandro Paluzzi, who frequently uncovers unreleased functionalities during early stages. Meta intends to apply subscription models to specific AI tools, including Vibes video generation. This feature operates as an AI-powered short-form video experience embedded in the Meta AI app, enabling users to create and remix artificial intelligence-generated videos. Launched last year with free access, Vibes now transitions to a freemium structure, where subscriptions grant additional monthly opportunities for video creation beyond the base allowance. Details on paid features for WhatsApp and Facebook remain undisclosed. For Instagram, Alessandro Paluzzi identified specifics in the emerging subscription: creation of unlimited audience lists, access to a list identifying followers who do not reciprocate by following back, and the capability to view a Story without notification to the poster. These offerings stand apart from Meta Verified, which Meta positions as a foundation for broader subscription evolution informed by prior experiences. Meta Verified caters specifically to content creators and businesses through its package of benefits: a verified badge for authentication, 24/7 direct customer support, protections against impersonation, optimization for search visibility, exclusive stickers for content enhancement, and additional tools. Unlike these creator-focused elements, the new subscriptions extend to everyday users alongside creators and businesses, broadening the scope of paid enhancements available. Snapchat+ serves as a benchmark in social media subscriptions, priced from $3.99 per month and delivering exclusive features to its user base. This service has surpassed 16 million subscribers, reflecting more than a doubling of its audience since early 2024. Meta anticipates similar potential in its initiatives, balancing revenue generation from expanded paid services against the landscape of multiple competing monthly commitments. Implementation will proceed with active solicitation of community feedback from users as the subscriptions roll out progressively over the coming months. Meta described its commitment to refining these services based on direct input received during initial deployments across Instagram, Facebook, and WhatsApp.

Meta Prepares Paid Tiers For Instagram, Facebook And WhatsApp, Offering Exclusive AI Features And Enhanced Control: Report - Meta Platforms (NASDAQ:META), Snap (NYSE:SNAP)

Meta Platforms, Inc. (NASDAQ:META) is reportedly testing new paid subscriptions across Instagram, Facebook, and WhatsApp that would unlock premium features and expanded AI tools while keeping the core apps free. Meta Tests Subscription Model Across Core Apps Meta plans to roll out optional subscriptions that offer users a more advanced experience across its social apps, the company told TechCrunch. The Mark Zuckerberg-led company said it will test different subscription features and bundles, with each app offering a distinct set of paid tools aimed at productivity, creativity, and control. Meta said that free versions of Instagram, Facebook, and WhatsApp will remain available, with subscriptions positioned as optional upgrades rather than replacements. Exclusive Features And Greater User Control While Meta has not finalized the full feature list, early indications suggest Instagram subscribers may gain access to unlimited audience lists, insights into followers who do not follow back, and the ability to view Stories anonymously. Paid features for Facebook and WhatsApp have not yet been disclosed. The company said it will experiment with multiple offerings and adjust based on user feedback as subscriptions begin rolling out in the coming months. AI Takes Center Stage With Manus and Vibes Artificial intelligence is expected to be a major draw. Meta plans to scale Manus, an AI agent it recently acquired for a reported $2 billion, by integrating it into Meta products while continuing to sell standalone subscriptions to businesses. Reverse engineer Alessandro Paluzzi has already spotted signs of Manus being added to Instagram. Meta also plans to test subscriptions for AI-powered tools such as Vibes, its short-form video generation feature. Vibes, which has been free since launch, will shift to a freemium model, with subscribers receiving additional video creation capacity each month. Separate From Meta Verified Meta said the new subscriptions will be separate from Meta Verified, which targets creators and businesses with features such as verification badges, impersonation protection, and direct support. The new offerings are designed for a broader audience, including everyday users. As subscription fatigue grows, Meta faces pressure to deliver compelling value. Still, rivals such as Snap Inc. (NYSE:SNAP) have shown demand exists, with Snapchat+ surpassing 16 million subscribers. Meta said it will continue refining its approach as it gathers user feedback. The company is scheduled to announce its fourth-quarter earnings on Wednesday after the market closes. Meta is showing a stronger short-term price trend but remains negative over the medium and long term, with momentum still weak, according to Benzinga Edge Stock Rankings. Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors. Image via Shutterstock METAMeta Platforms Inc $673.31-% Overview SNAPSnap Inc $7.60-% Market News and Data brought to you by Benzinga APIs

Meta Likely to Test Premium Subscriptions Across Instagram, Facebook, and WhatsApp

Manus AI Agents and Vibes Video Tools May Shift Behind Paywalls Meta plans to use , a Chinese-founded AI firm it agreed to buy in December for a reported $2 billion (£1.46 billion). The company said the deal would help deliver "general-purpose agents" across consumer and business products, including Meta AI. Meta said these agents can handle complex tasks with minimal user interaction, such as planning trips or making presentations. The company also plans to keep offering standalone Manus subscriptions to businesses. Meanwhile, Manus is now based in Singapore after relocating from China and markets itself as a "truly autonomous" agent. In January, Beijing said it would investigate the Meta deal for potential export law or national . Meta has tested paid features before, including a Facebook experiment that limited how many links some users could share without a subscription in the UK and the US. The company described that as a limited test to gauge whether higher link volume adds value for subscribers. The upcoming Meta premium subscriptions will sit alongside, but separate from, Meta Verified, the company's paid verification service launched in 2023 that offers a blue tick for a monthly fee. The new trials will test whether users pay for additional AI tools and controls across Meta's apps.

You may soon have to pay to use Instagram, WhatsApp and FB premium features

Each app will get its own type of subscription with different benefits. Meta is getting ready to introduce new paid subscriptions across its platforms, including Instagram, Facebook and WhatsApp. The company confirmed to TechCrunch that it plans to test premium plans that offer users extra features focused on productivity, creativity, and expanded AI tools, while keeping the basic versions of the apps free. According to Meta, each app will get its own type of subscription with different benefits. Rather than sticking to one fixed plan, the company wants to test multiple feature bundles and see what users find most useful. Also read: Elon Musk's X under scrutiny after Grok AI found making explicit images A big part of these subscriptions will include AI. Meta plans to scale Manus, an AI agent it recently acquired for a reported $2 billion. The company will take a two-part approach: Manus will be built into Meta's apps, and it will also continue to be sold as a standalone subscription for businesses. Meta has already been seen working on adding a Manus AI shortcut inside Instagram. Meta is also planning to charge for advanced AI features. One example is Vibes, its AI-powered short-form video tool inside the Meta AI app. Vibes allows users to create and remix AI-generated videos. While it has been free since launch, Meta plans to move it to a freemium model. Also read: Apple may introduce AI powered Siri with iOS 26.4 next month: Eligible devices, features and more On Instagram, the subscription may allow users to create unlimited audience lists, see which followers don't follow them back, and view Stories anonymously so the poster won't know they were watched. It's important to note that the new subscriptions will be separate from Meta Verified. Meta Verified mainly targets creators and businesses with perks like a verified badge, direct support, and impersonation protection. The upcoming subscriptions are meant for a wider audience, including everyday users.