Meta Platforms is preparing to test a new generation of paid subscriptions across its apps, expanding beyond verification into premium features tied to control, creativity and artificial intelligence—while keeping its core social products free.
A Shift Beyond Verification
Meta Platforms is moving to broaden its subscription strategy, signaling a shift from niche, creator-focused offerings toward products designed for a wider segment of its user base. The company confirmed it plans to test new subscriptions that would unlock exclusive features across Instagram, Facebook and WhatsApp, positioning them as optional layers rather than replacements for existing free services.
Until now, Meta’s most visible paid product has been Meta Verified, a subscription aimed primarily at creators and businesses. That service bundles a verified badge with impersonation protection, direct customer support, search optimization and exclusive digital perks. Company executives have repeatedly stressed that Meta Verified was never intended for everyday users, but the next phase of subscriptions appears to move closer to that audience.
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Meta has said the upcoming offerings will provide users with more control over how they connect and share, while preserving the standard experiences that have defined its platforms for years.
Subscription Fatigue and Revenue Pressures
The push comes at a time when technology companies are increasingly experimenting with paid tiers to diversify revenue beyond advertising. Meta has acknowledged that new subscriptions could generate additional income, even as it faces the broader challenge of subscription fatigue among consumers already juggling multiple monthly payments.
Internally, the company is framing its approach as experimental rather than prescriptive. Instead of locking into a single model, Meta plans to test a range of features and bundles, with each app offering a distinct set of paid capabilities. The emphasis, according to people familiar with the strategy, is on finding features users are willing to pay for without undermining the free services that keep Meta’s platforms ubiquitous.
The company has pointed to the broader market as evidence that paid social features can scale. Snapchat’s premium tier, Snapchat+, which starts at $3.99 per month, has surpassed 16 million subscribers, more than doubling its user base since early 2024.
AI Features Enter the Paywall
A central component of Meta’s subscription experiments is artificial intelligence. The company plans to test paid access to AI-powered tools, including Vibes, its short-form video creation feature embedded within the Meta AI app. Vibes allows users to create and remix AI-generated videos and has been free since its launch last year.
Under the proposed model, Meta would introduce a freemium structure, offering limited access to video creation tools while charging for expanded capabilities and higher monthly usage limits. The move reflects Meta’s broader strategy to monetize AI features that require significant computing resources, while still encouraging widespread experimentation among users.
Meta has said these AI subscriptions are intended to unlock greater productivity and creativity, positioning them as enhancements rather than essential functions.
App-Specific Features and a Growing AI Portfolio
While details remain limited, reporting by reverse engineers suggests that Instagram’s subscription features could include tools such as unlimited audience lists, insights into followers who do not follow back, and the ability to view Stories anonymously. Meta has not publicly confirmed these features but has indicated that paid options will vary by platform.
Separately, the company plans to integrate Manus, an AI agent it recently acquired for a reported $2 billion, into its subscription ecosystem. Meta intends to embed Manus within its products while also offering standalone subscriptions to businesses. Early development work has already surfaced, including signs of a Manus shortcut being tested inside Instagram.
Meta says it will gather user feedback as it rolls out these subscriptions in the coming months, using lessons learned from Meta Verified to refine what it ultimately offers. For now, the company appears focused on experimentation—testing how much users value control, creativity and AI assistance in an increasingly crowded digital economy.
