Meta has announced plans to begin testing a new range of paid subscription services on Instagram, Facebook and WhatsApp, signalling a shift toward offering premium features alongside its free core platforms.

The tech giant said the upcoming subscriptions will unlock exclusive tools aimed at enhancing creativity, productivity and artificial intelligence use, while keeping basic services accessible to all users at no cost.

Meta said the subscriptions will be introduced gradually over the next few months and will deliver a premium experience tailored to how people interact on each app. Rather than launching a single uniform plan, the company will experiment with different feature bundles across platforms, indicating that the strategy may evolve based on user feedback.

A key element of the subscription initiative is the expansion of Manus, an AI agent Meta recently acquired for a reported $2 billion. Meta plans to integrate Manus directly into its apps while also continuing to market it as a standalone product for business users. Industry observers have already noticed early signs of Manus integration, including work on adding a shortcut within Instagram.

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The company is also exploring ways to monetise its AI-driven creative tools. Vibes, an AI-powered short-form video generator available through the Meta AI app, is currently free and allows users to create and remix AI-generated videos. Under the proposed model, users may receive limited free access, with paid subscriptions offering additional video creation credits each month.

While Meta has yet to disclose detailed plans for Facebook and WhatsApp, early indications suggest that Instagram’s paid features could include tools such as unlimited audience lists, insights into followers who do not follow back, and the ability to view Stories anonymously. These features are designed to give users greater control and visibility over their social interactions.

Meta clarified that the new subscriptions will be separate from Meta Verified, its existing paid service aimed primarily at creators and businesses. Meta Verified focuses on account verification, impersonation protection and priority support, benefits that are less relevant to everyday users. The new subscription plans are intended to attract a broader audience, including casual users and content creators.

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Although subscriptions could open up fresh revenue streams, Meta acknowledged the challenge of subscription fatigue, as users already juggle multiple paid services. However, the company pointed to the success of Snapchat+, which has surpassed 16 million subscribers, as evidence that users are willing to pay for added value. Meta said it will closely track user feedback as it rolls out and tests the new offerings. 

#With inputs from The Indian Express