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Meta is gearing up to test new premium subscription offerings across its biggest social platformsInstagram, Facebook and WhatsApp in a major shift toward paid services layered on top of its free core experiences.
The company confirmed to TechCrunch that in the coming months, users will be able to opt into subscription plans that unlock exclusive features, enhanced productivity tools and expanded artificial intelligence capabilities.
While the basic functions of the apps will remain free to all, these paid tiers are designed to appeal to power users, creators and those looking for more control and customisation.
Meta is not sticking to a one-size-fits-all approach. Instead, each app will offer distinct premium features and subscription bundles tailored to its audience and use cases.
The company plans to lean heavily on AI technologies, including tools from Manus, an AI agent Meta acquired for roughly $2 billion to differentiate the paid experience.
Meanwhile, one of Meta’s newer AI innovations, Vibes, an AI-powered short-form video creator built into the Meta AI app will shift to a freemium model, according to Yahoo Finance.
Under this approach, basic use remains free, with subscription access unlocking additional creative options and capabilities each month.
Some of the first details about the Instagram subscription experience have already surfaced via reverse engineer leaks.
Potential features include:
Unlimited audience lists for sharing content
Insight into followers who don’t follow you back
The ability to view Stories anonymously without the poster knowing you saw it
What premium offerings will look like on WhatsApp and Facebook has yet to be disclosed, though Meta has indicated they will likewise offer meaningful enhancements beyond the free service.
Importantly, these new subscription plans are separate from Meta Verified, the company’s existing paid programme for creators and businesses that includes verified badges, dedicated support and impersonation safeguards. Meta said it will draw on lessons from Meta Verified as it rolls out its broader subscription business.
This marks a significant moment for Meta, which historically has relied on advertising as its primary revenue driver.
The shift reflects broader industry trends: social platforms like Snapchat have already demonstrated that users will pay for enhanced features and experiences. For example, Snapchat+ has attracted millions of subscribers with its paid tier of exclusives.
As Meta begins these tests over the coming months, the company said it will listen to user feedback and adjust its offerings, a sign that this is very much an iterative experiment rather than a finished strategy.
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