Meta is preparing to ask for something it's never requested before: a monthly fee for features you might already use daily. The company behind Instagram, Facebook, and WhatsApp confirmed plans to test premium subscriptions across all three platforms in the coming months, potentially reshaping how millions interact with social media.
Unlike Meta Verified – the blue check service aimed at creators and businesses – these new tiers target everyday users. Meta told TechCrunch the subscriptions will "unlock more productivity and creativity" while keeping core features free. Translation: your feed stays free, but the bells and whistles might not.
What You'll Pay For
The subscription strategy centers heavily on AI capabilities. Vibes, Meta's video generation tool that's been free since launching in September 2025, will shift to a freemium model. Users wanting unlimited AI-generated video creation will need to subscribe, though basic access remains free.
Meta's also integrating Manus, a suite of AI agents it acquired for $2 billion last December. The company plans to weave Manus into Instagram, Facebook, and WhatsApp while continuing to sell it separately to businesses.
Leaked features for Instagram's premium tier reveal practical perks: unlimited audience lists for Stories, the ability to see who doesn't follow you back, and anonymous Story viewing. WhatsApp and Facebook premium features remain under wraps, though each platform will offer distinct capabilities.
The Subscription Gamble
Meta hasn't announced pricing, but it's entering crowded territory. Snapchat+ has proven the model works – 16 million subscribers pay $3.99 monthly for exclusive features, more than doubling its subscriber base since early 2024.
The bigger question: Will users already juggling Netflix, Spotify, and countless other subscriptions add another bill? Meta's betting that AI-powered creativity tools and social media conveniences are worth the ask. The company says it'll gather feedback as rollouts begin, suggesting flexibility on what makes the final cut.
For now, scroll freely. But Meta's message is clear: premium experiences are coming, and they won't be free.