Meta Platforms is preparing to introduce paid subscription services across Instagram, Facebook and WhatsApp, marking a significant shift in how the technology giant monetises its global social media ecosystem.
The company confirmed that the subscription options will be rolled out gradually over the coming months, offering users access to premium features while keeping core services free for the general public. The move signals Meta’s intent to diversify revenue streams beyond advertising amid evolving digital consumption trends.
Under the proposed model, each social platform will feature tailored subscription tiers, with Meta expected to test different pricing structures and feature bundles across markets. While the company has yet to officially disclose full details, early indications suggest the paid services will focus on enhanced personalisation, visibility and control for users willing to pay.
Brandspur Brand News reports that Instagram is likely to be the first platform to showcase experimental premium tools, with industry sources pointing to advanced audience management features, deeper follower insights and expanded privacy options. However, Meta has stated that all features will be finalised only after extensive testing.
Beyond social features, the subscription rollout is closely linked to Meta’s artificial intelligence strategy. The company recently completed the acquisition of Manus, an AI agent reportedly valued at approximately £1.6 billion, which is expected to be embedded across Meta’s platforms as part of premium offerings.
Meta is also moving to monetise Vibes, its AI-powered short-form video creation tool currently housed within the Meta AI app. While the tool has been free since launch, the company plans to introduce a freemium model, limiting free usage while offering paid plans that unlock additional video creation capacity each month.
Importantly, Meta clarified that the new subscriptions will operate separately from Meta Verified, its existing paid product for creators and businesses. Meta Verified currently provides verification badges, impersonation protection, priority support and improved discoverability, and will continue to run alongside the new user-focused subscriptions.
The strategy mirrors successful subscription models already adopted by competitors. Snapchat’s Snapchat Plus, priced at £3.99 per month, has surpassed 16 million subscribers globally, demonstrating a growing willingness among users to pay for enhanced social media experiences.
Despite this, analysts warn of potential subscription fatigue, particularly as consumers face rising costs across digital services. Meta appears aware of this risk and has emphasised that user feedback will play a critical role in shaping final subscription packages.
The company plans to adopt a phased rollout, carefully balancing monetisation with user experience to avoid disrupting engagement across its platforms. For now, Meta has assured users that standard access to Instagram, Facebook and WhatsApp will remain free, with paid subscriptions positioned strictly as optional upgrades.
As testing continues, the success of Meta’s subscription strategy will likely depend on whether users see enough value in premium features to justify paying for services they have long enjoyed at no cost.
