Meta tests subscription push across Instagram, Facebook and WhatsApp

Meta Platforms is reportedly preparing to test new subscription models across Instagram, Facebook and WhatsApp in the coming months, as the company looks to unlock new revenue streams beyond advertising. 

According to media reports, the subscriptions are designed to “unlock more productivity and creativity” by offering paid users access to additional features and expanded AI capabilities. The move signals Meta’s intent to monetise its rapidly growing AI ecosystem, following years of heavy investment in talent, infrastructure and acquisitions.

A key pillar of the subscription offering will be Meta’s recently acquired suite of general AI agents under Manus. Meta acquired Manus, a Singapore-based AI agent developer founded in China, in December for a reported $2 billion. The company plans to scale these AI agents as part of its paid plans, positioning them as tools that enhance how users create, communicate and work across Meta’s platforms.

The subscription strategy also marks a shift in how Meta monetises its AI efforts. While the company has built powerful large language models under the Llama umbrella, these models have largely been open-sourced, keeping general access free. This stands in contrast to competitors such as OpenAI, Google and Anthropic, which have built significant revenue around paid AI plans.

In addition to AI agents, Meta’s paid tiers could include full access to its AI-powered short-form video product, Vibes. Launched in 2025, Vibes allows users to create and remix AI-generated videos. While the product has been free so far, Meta is expected to introduce a freemium structure, offering basic features at no cost while reserving advanced capabilities for subscribers.

Meta clarified that the new subscriptions will be separate from Meta Verified, the paid product introduced in 2023 that offers verification badges, direct customer support, impersonation protection and enhanced discovery for creators and businesses.

As Meta prepares to roll out these subscription tests, the company reportedly said it will actively gather feedback from users and refine the offering over time. The broader shift also aligns with changes in Meta’s advertising strategy. 

Last year, users in the United Kingdom were given the option to pay a monthly fee instead of seeing personalised ads across Meta’s platforms. Facebook and Instagram users in the U.K. will receive notifications offering a “no ads” experience for £2.99 a month, or £3.99 if subscribed through Apple or Google’s app stores. Users who choose not to pay will continue to see ads but will retain control over their ad preferences through existing settings. Meta said the move reflects its belief in an ad-supported internet, while giving users greater control over how their data is used.