Meta explores subscriptions beyond creators and businesses
Meta is getting ready to expand its subscription strategy beyond creators and verified accounts. According to details shared with TechCrunch, the company will begin testing premium subscriptions across Instagram, Facebook, and WhatsApp in the coming months.
Unlike Meta Verified, which focuses on creators and businesses, these new subscriptions are designed for everyday users. The goal is to unlock productivity, creativity, and AI-powered features, while leaving the core functionality of each app free to use.
Meta says it isn’t committing to a single model yet. Instead, it plans to experiment with different feature bundles and pricing strategies, with each app offering its own distinct premium experience.
Premium features will differ by app
While Meta hasn’t fully detailed what each subscription will include, early findings suggest Instagram may be the first to reveal concrete perks.
Reverse engineer Alessandro Paluzzi has spotted signs that Instagram’s paid tier could include:
- Unlimited audience lists for Stories and posts
- A tool to see which followers don’t follow you back
- The ability to view Stories anonymously
Details around Facebook and WhatsApp subscriptions are still unclear, but Meta confirmed they will focus on giving users more control over how they share and connect, rather than locking basic communication features behind a paywall.
AI subscriptions and Manus integration are coming
AI appears to be a major pillar of Meta’s subscription plans. The company confirmed it will scale Manus, an AI agent it recently acquired for a reported $2 billion, across its ecosystem.
Meta plans a two-track approach:
- Integrating Manus directly into Meta apps
- Continuing to sell Manus as a standalone subscription for businesses
Instagram has already been spotted testing shortcuts to Manus AI, hinting that premium users could get faster or deeper access to advanced AI assistance.
Meta is also preparing subscriptions for AI-driven features like Vibes, its short-form AI video generation tool. While Vibes has been free since launch, Meta plans to move it to a freemium model, where users can subscribe for higher monthly creation limits and additional capabilities.
Separate from Meta Verified, but built on its lessons
Meta emphasized that these new subscriptions will be separate from Meta Verified. Verified accounts remain focused on badges, impersonation protection, priority support, and search optimization—features mainly useful for creators and businesses.
However, Meta says it’s using insights from Meta Verified to shape these broader subscriptions, aiming to offer features that appeal to casual users, power users, and small creators alike.
Subscription fatigue vs. new revenue streams
From a business perspective, these subscriptions could open a significant new revenue stream for Meta. But the company is entering a crowded space, where users are increasingly wary of adding yet another monthly bill.
Still, there’s evidence the model can work. Snapchat’s Snapchat+ subscription has grown to more than 16 million users, showing that people are willing to pay for meaningful social features if the value is clear.
Meta says it plans to roll out these subscriptions gradually, gathering feedback and adjusting features based on how users respond. Whether people embrace paid social tools—or push back against subscription fatigue—will likely shape the future of Meta’s app ecosystem.
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