Meta plans to test new premium subscriptions that will give users access to exclusive features on Instagram, Facebook, and WhatsApp. The tech giant announced it will roll out the subscriptions in the coming months, with each app offering a distinct set of premium features while keeping core experiences free.
The new subscriptions will unlock more productivity and creativity tools, along with expanded AI capabilities. Meta says it will test a variety of subscription features and bundles across its platforms.
According to reverse engineer Alessandro Paluzzi, who often discovers unreleased features, the Instagram subscription will include the ability to create unlimited audience lists, see which followers don’t follow you back, and view Stories anonymously without the poster knowing.
Meta also plans to integrate Manus, an AI agent startup it acquired in December for a reported $2 billion, into its subscription offerings. The company will take a two-fold approach: integrating Manus into Meta products while continuing to sell standalone subscriptions to businesses.
Meta will also test subscriptions for its Vibes video generation feature. Vibes is an AI-powered short-form video experience built into the Meta AI app that lets users create and remix AI-generated videos.
While Vibes has been free since its launch in September, Meta now plans to offer freemium access with the option to subscribe for additional video creation opportunities each month.
The new subscriptions will be separate from Meta Verified, which is aimed at content creators and businesses. Meta Verified includes a verified badge, 24/7 direct support, impersonation protections, and search optimization.
The company says it will use lessons learned from Meta Verified to evolve its subscription business with offerings designed for everyday users, not just creators and businesses.
Following Snapchat’s success
The move follows Snapchat’s proven success with social media subscriptions. Snapchat+ has topped 16 million subscribers, more than doubling since early 2024, with plans starting at $3.99 per month for exclusive features.
Meta says it will gather feedback from users as it rolls out the subscriptions in the coming months.
