Meta Is Cooking Up Premium Subscriptions for Instagram, Facebook, and WhatsApp

Meta is getting ready to put more than just ads and algorithms on the menu. On Monday, the company revealed plans to test new premium subscription options across Instagram, Facebook, and WhatsApp, with rollouts set to begin in the coming months. The move is designed to give users access to exclusive features and more advanced AI tools — while keeping the core versions of the apps free.


So what's actually happening? Meta says these subscriptions will unlock extra tools focused on productivity, creativity, and expanded AI capabilities. Rather than locking into one rigid model, the company plans to experiment with different bundles and features. Each app will have its own flavor of perks, meaning an Instagram subscription won't look exactly like one for WhatsApp or Facebook.

AI is clearly the star of the show. Meta plans to scale Manus, the AI agent it recently acquired, as part of these subscription offerings. The strategy is twofold: Manus will be integrated directly into Meta's apps, while also continuing as a standalone subscription product for businesses. A shortcut to Manus AI has already been spotted in development on Instagram, hinting at how deeply it could be woven into everyday use.

Meta is also testing paid access to AI features like Vibes, its AI-powered short-form video tool inside the Meta AI app. Vibes, which lets users create and remix AI-generated videos, has been free so far. That's about to shift toward a freemium model, where basic use remains available but subscriptions unlock more video creation opportunities each month.

While details for Facebook and WhatsApp are still under wraps, Instagram's potential perks sound very "power user." These may include creating unlimited audience lists, seeing which followers don't follow you back, and viewing Stories anonymously. In other words, more control, more insights, and a few low-key sneaky tools.

Importantly, these new subscriptions will be separate from Meta Verified, which is aimed mostly at creators and businesses with features like verification badges, direct support, and impersonation protection. Meta says it's using lessons from that program to build something broader that everyday users, creators, and businesses might all find useful.

Of course, subscription fatigue is real. With monthly fees piling up across streaming, gaming, and productivity apps, Meta will need to prove these extras are worth it. Still, the company says it plans to gather feedback as testing begins — so this whole thing is very much a "let's see what sticks" phase.

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