Meta plans new paid subscriptions on Instagram, Facebook and WhatsApp

A major part of Meta’s subscription push will involve scaling up Manus, an AI agent the company recently acquired for a reported $2 billion. Meta plans to take a two-pronged approach with Manus by integrating it directly into its apps, while also continuing to sell it as a standalone service for businesses. Signs of this integration are already appearing, with industry watchers spotting early work on adding a Manus shortcut to Instagram.

Meta is also looking to monetise its AI-powered creative tools. One such feature is Vibes, an AI-based short-form video generator built into the Meta AI app. Until now, Vibes has been free to use, allowing people to create and remix AI-generated videos. Under the new plan, users may get limited free access, with the option to subscribe for additional video creation credits each month.

While Meta has not shared full details of what paid features might look like on WhatsApp and Facebook, early indications suggest Instagram’s subscription could include tools such as unlimited audience lists, the ability to see which followers don’t follow back, and the option to view Stories anonymously. These features are aimed at users who want more control and insight into their social interactions.

Meta stressed that these new subscriptions will be separate from Meta Verified, its existing paid service for creators and businesses. Meta Verified emphasises benefits such as account verification, protection against impersonation, and priority support, which are of less use to regular users. The upcoming subscriptions, on the other hand, are intended to appeal to a wider audience, including casual users and content creators.

Although subscriptions provide new revenue streams for Meta, the company is also faced with the problem of subscription fatigue, where users are already dealing with multiple subscriptions. However, the fact that Snapchat+ has managed to attract over 16 million subscribers suggests that users are ready to pay for extra value. Meta says it will closely monitor feedback as it begins testing these new offerings.