Meta plans to test new subscriptions that give people access to exclusive features within its apps, the company announced. These new subscriptions are designed to unlock greater productivity, creativity, and expanded AI capabilities for users.
In the coming months, Meta will offer a premium experience on Instagram, Facebook, and WhatsApp. This will provide users with access to special features and more control over how they share and connect, while keeping the core versions of the apps free. The company is not locked into a single strategy and will test a variety of subscription features and bundles, with each app offering a distinct set of exclusive features.
As part of its subscription plans, Meta intends to scale Manus, an AI agent it recently acquired for a reported two billion dollars. The company is taking a two-fold approach with Manus, integrating it into Meta products while also continuing to sell standalone subscriptions to businesses. Work is already underway, as a shortcut to Manus AI has been spotted in development within the Instagram app.
Additionally, Meta plans to test subscriptions for specific AI features, such as Vibes video generation. Vibes is Meta’s AI-powered short-form video experience that lets people create and remix AI-generated videos. Although it has been free since launch, Meta now plans to offer a freemium model where users can subscribe to unlock additional video creation opportunities each month.
While the exact paid features for WhatsApp and Facebook are still unknown, the new subscription on Instagram is expected to include the ability to create unlimited audience lists, see a list of followers who don’t follow you back, and view a Story anonymously.
It is important to note that these new subscriptions will be separate from Meta Verified. Meta Verified is aimed at content creators and businesses, offering a verified badge, direct support, and other professional tools. The new subscriptions, however, are designed for a broader, everyday audience. Meta says it will use lessons learned from Meta Verified to evolve its subscription business with more offerings for users, creators, and businesses.
The launch of additional subscriptions will allow Meta to generate more revenue. However, the company may face challenges with subscription fatigue, as users are already managing many paid services. To succeed, Meta will need to offer a compelling product that convinces users to sign up for another monthly payment.
The market for social media subscriptions has been proven viable by Snap’s Snapchat+ service, which starts at $3.99 per month and has grown to over 16 million subscribers. Meta states that it plans to listen to user feedback and gather community input as it begins rolling out these subscriptions in the coming months.