^{Getty Images}

Meta Platforms is preparing to roll out premium subscription tiers across Instagram, Facebook, and WhatsApp, signaling a major change in how the tech giant plans to monetize its massive global user base.

The new paid plans, expected to begin testing in the coming months, will give subscribers access to expanded features and enhanced artificial intelligence capabilities. Meta confirmed the initiative following reports that the subscriptions are designed to “unlock more productivity and creativity” for users across its ecosystem.

With more than 3.9 billion people using at least one Meta app every month, even a small percentage of users opting into paid tiers could open up a significant new revenue stream for the company.

What users can expect from Meta’s premium subscriptions

According to people familiar with the rollout, Meta’s subscription offerings will focus heavily on AI-powered tools and creative features.

Paid users are expected to gain access to:

• Advanced AI assistants and productivity tools
• Expanded creative features for content creation and editing
• Enhanced messaging and automation capabilities on WhatsApp
• Deeper integration with Meta’s new general AI agents
• Premium versions of AI video and remixing tools

A centerpiece of the new plans will be Meta’s recently acquired suite of general AI agents under Manus. Meta purchased Manus, a Singapore-based AI startup founded in China, in December for a reported $2 billion. The company plans to scale these agents across its apps, allowing subscribers to automate tasks, generate content, and interact with more powerful AI systems directly inside Meta platforms.

Another key feature likely to sit behind the paywall is broader access to Vibes, Meta’s AI-driven short-form video experience. Vibes allows users to create, remix, and enhance videos using generative AI. While the basic version of Vibes has been free since its launch in 2025, Meta is expected to introduce premium tiers that unlock advanced editing tools, higher-quality outputs, and additional creative controls.

Free users will continue to have access to core functionality, while premium subscribers gain access to more sophisticated options.

A push to monetize massive AI investments

The subscription move comes as Meta looks for clearer returns on its aggressive investment in artificial intelligence.

Over the past year, the company has poured billions of dollars into AI infrastructure, top-tier talent, and acquisitions, including the Manus deal. Meta has also continued developing its large language models under the Llama family, which remain open-source and freely available to developers.

This open approach has helped Meta build goodwill in the AI community, but it also means the company has not directly monetized its core models in the same way rivals such as OpenAI, Google, and Anthropic have through paid AI plans.

The new subscriptions appear to be Meta’s answer: rather than charging for the models themselves, Meta will bundle AI capabilities into its consumer apps, where it already commands enormous scale.

Industry analysts see this as a strategic shift from ad-only monetization toward a hybrid model that combines advertising with recurring subscription revenue.

Even modest adoption could be meaningful. If just 2% of Meta’s roughly 3.9 billion monthly users subscribed at $10 per month, that would translate into more than $9 billion in annual recurring revenue.

Separate from Meta Verified

Meta emphasized that these new subscriptions will be distinct from Meta Verified, the paid service launched in 2023.

Meta Verified is aimed primarily at creators and businesses, offering benefits such as:

• Verified badges
• Identity protection against impersonation
• Priority customer support
• Improved discoverability and search visibility

The upcoming premium plans, by contrast, are expected to target everyday users as well as power users, focusing on AI-driven productivity and creativity rather than identity verification.

This separation allows Meta to serve different segments of its audience with tailored paid products, expanding its overall monetization toolkit.

Listening to users as rollout begins

Meta says it plans to introduce the subscriptions gradually, using early tests to gather feedback and refine features before a wider launch.

The company has indicated it will work closely with its user community to understand which tools deliver the most value and how pricing should be structured across different regions.

With competition intensifying among tech giants to dominate consumer AI, Meta’s move highlights a broader industry trend: social platforms are evolving into AI-powered ecosystems, and premium experiences are becoming a central part of their business models.

For Meta, the stakes are high. If successful, these subscription plans could help offset soaring AI costs, diversify revenue beyond advertising, and deepen user engagement across Instagram, Facebook, and WhatsApp, all while positioning the company as a serious contender in the rapidly expanding AI economy.

‍