Meta tests paid subscriptions with advanced AI features

A new monetization phase for social platforms

Meta is preparing to launch premium subscriptions for Instagram, Facebook, and WhatsApp, focusing on expanded AI-powered tools. According to industry analysts, this move reflects a broader shift in the tech market: AI infrastructure costs are growing faster than advertising revenue. In 2024 alone, Meta invested over $40 billion in AI and data centers, while global AI-related operational costs across Big Tech grew by more than 35% year-over-year.

What stays free and what may change

The core versions of Instagram, Facebook, and WhatsApp will remain free for users. The new subscriptions are not connected to Meta Verified and will instead focus on functionality rather than identity. Meta plans to test different feature bundles separately for each app, applying a flexible freemium strategy.

AI tools as a paid advantage

One of the potential subscription features is partial paid access to Vibes, Meta’s AI video creation tool. While basic generation tools may remain free, advanced video rendering, higher limits, and faster processing could require a subscription. Market data shows that over 62% of creators are willing to pay for AI tools that save time or improve content quality.

Manus AI and professional use cases

Subscriptions are also expected to include Manus, a set of universal AI agents acquired by Meta for approximately $2 billion. Manus is designed for research, content creation, and automation. Meta plans to integrate it into consumer apps while maintaining a separate enterprise pricing model. As of 2025, more than 70% of businesses globally already use AI tools, making this integration strategically significant.

Why Meta is betting on subscriptions

Unlike OpenAI or Google, Meta keeps its Llama models open-source and free. Subscriptions allow Meta to monetize applications, not models. With Meta’s platforms reaching over 3.9 billion monthly active users, even a 3–5% conversion rate to paid plans could generate billions in recurring revenue annually.

Meta’s experiment is not just about subscriptions—it is a test of whether users are ready to pay for AI-enhanced social experiences. If successful, it could redefine how social platforms generate value beyond advertising.