Meta plans trial of premium subscriptions on Instagram, Facebook and WhatsApp

Meta is preparing to test paid subscription options across Instagram, Facebook and WhatsApp, signalling a potential shift in how the company generates revenue from its social platforms. The trials are expected to begin in the coming months and will introduce optional paid features alongside the existing free services.

The company has said the core experience of each app will remain free for users. Instead of restricting basic access, Meta aims to add optional tools designed for users who want more advanced capabilities. This approach reflects a broader industry trend, as major technology companies explore subscription models to diversify their revenue beyond advertising.

The move comes as Meta continues to invest heavily in artificial intelligence and creator-focused tools. By tying premium features to productivity, creativity and AI services, the company is positioning subscriptions as an upgrade for power users rather than a requirement for everyday use.

Focus on productivity, creativity and AI features

According to Meta, the paid subscriptions will centre on enhanced productivity, creative tools and expanded AI capabilities. Each app is expected to offer a different set of features tailored to how people typically use the platform, rather than a single subscription package across all services.

On Instagram, early reports suggest that premium users can create unlimited audience lists, giving creators more control over who sees specific content. Another feature under consideration would allow subscribers to view Stories anonymously, a function that could appeal to users who value privacy while browsing.

While fewer details have been shared about Facebook and WhatsApp, Meta has indicated that their premium features will also be customised. On Facebook, this could involve tools for content creators, community managers or small businesses that rely on the platform for engagement. For WhatsApp, features may focus on advanced messaging, organisation or AI-assisted communication, reflecting its role as a primary messaging app in many markets.

Meta has stressed that these additions are designed to complement existing features rather than replace them. The company appears keen to avoid alienating users accustomed to free access, especially in regions with high price sensitivity.

Integration of Manus AI technology

A key element of Meta’s subscription strategy is the integration of Manus, an AI company founded in China that Meta recently acquired. Manus attracted attention last year after unveiling what it described as the world’s first general AI agent capable of making decisions and completing tasks autonomously with minimal prompting.

By incorporating Manus into its premium offerings, Meta aims to differentiate its subscriptions from simpler paid upgrades offered by rivals. AI-powered tools could help users automate routine tasks, generate content more efficiently or manage communications across platforms.

For creators and professionals, these capabilities may prove especially appealing. AI agents that can assist with scheduling, content planning or audience analysis could save time and increase output, which may justify a recurring fee for some users.

However, integrating advanced AI into consumer apps also raises questions around data use, transparency and trust. Meta will need to demonstrate that these tools are reliable, secure and genuinely useful if it wants users to adopt them as part of a paid service.

Revenue opportunities and competitive pressures

Introducing paid subscriptions could open up new revenue streams for Meta at a time when digital advertising faces economic uncertainty and increased regulation. Subscriptions offer a more predictable income model, which can help offset fluctuations in advertising spend.

Despite this potential, Meta faces strong competition in the subscription space. Many users already pay for streaming services, cloud storage and productivity tools, leaving limited appetite for additional monthly fees. Convincing people to pay for features on platforms they have long used for free will be a significant challenge.

The success of Meta’s premium subscriptions will largely depend on perceived value. Users will need to see clear, practical benefits that go beyond novelty or minor convenience. Features tied to AI productivity and creative control may appeal to professionals and creators, but casual users may remain hesitant.

As the trials roll out, Meta is likely to refine its offerings based on user feedback and adoption rates. Whether these subscriptions become a core part of Meta’s business or remain a niche option will depend on how well the company balances innovation, pricing and user expectations.