Meta is significantly expanding its subscription business, rolling out new paid plans across Instagram, Facebook, and WhatsApp while also preparing premium AI-focused offerings and advanced creator tools as the company looks to diversify beyond advertising revenue.
On Wednesday, the social media giant announced the global rollout of consumer subscription plans for its flagship platforms. The new offerings include Instagram Plus for $3.99 per month, Facebook Plus for $3.99 per month, and WhatsApp Plus for $2.99 per month. Subscribers will gain access to additional features such as profile customization, enhanced reactions, deeper insights, and personalization tools.
Meta’s head of product, Naomi Gleit, said the company plans to introduce “more fun features” over time as the subscription ecosystem evolves.
At the same time, Meta revealed it is beginning tests for a broader subscription system aimed at creators, businesses, and Meta AI users under a new umbrella brand called “Meta One,” which will eventually become the central hub for the company’s premium offerings.
The newly launched Plus subscriptions are designed specifically for heavy users of Meta’s apps. Instagram Plus and Facebook Plus focus largely on social expression and audience engagement tools, while WhatsApp Plus centers around messaging customization and personalization features.
Meta clarified that the new subscriptions are separate from Meta Verified, the company’s existing paid verification and impersonation protection service. While the company acknowledged future changes are possible, it said Meta Verified is not being replaced at this stage.
Instagram Plus introduces several creator-oriented features, including the ability to see how many people rewatched Stories in aggregate, create unlimited Story audience lists beyond Close Friends, spotlight one Story per week for extra visibility, extend Stories beyond the standard 24-hour limit, preview Stories anonymously, search Story viewer lists, and publish directly to profiles without appearing in followers’ feeds.
Subscribers also gain access to Super Heart animated Story reactions, custom app icons, profile font customization, additional profile pins, and other personalization features.
Facebook Plus includes many similar engagement and customization tools, while WhatsApp Plus focuses on features such as custom themes, personalized ringtones, extra pinned chats, premium stickers, and expanded chat organization options.
Alongside the consumer plans, Meta is preparing a much larger push into AI subscriptions.
The company said it will begin testing two Meta AI subscription tiers next month: Meta One Plus priced at $7.99 per month and Meta One Premium at $19.99 per month. Both plans will offer enhanced AI capabilities, while the Premium version unlocks higher compute capacity for more advanced reasoning tasks and expanded video and image generation features across Meta’s ecosystem.
Meta said the AI plans will initially launch in Singapore, Guatemala, and Bolivia before expanding further. The company also hinted that future AI subscriptions could include additional benefits tied to AI-powered smart glasses and wearable devices.
Meanwhile, Meta is also testing professional subscription plans for creators and businesses in markets including Saudi Arabia, Morocco, Thailand, and Bangladesh.
The Meta One Essential plan, priced at $14.99 per month, includes benefits such as a verified badge, impersonation protection, and enhanced profile linksheets that allow creators and businesses to better showcase their broader online presence.
The more expensive Meta One Advanced plan, costing $49.99 per month, includes all Essential benefits alongside additional visibility tools. These include improved placement in Facebook feeds and Instagram search results, bold “Follow” buttons on Reels, automated follow invitations for users engaging with content, and expanded linking options for driving traffic to websites and online shops.
The Advanced plan also provides deeper analytics, audience insights, competitive performance data, optimized scheduling tools, account-sharing features for moderators without password access, and notifications when other users repost original content without credit.
Meta said it is still experimenting with many of these professional and AI-focused subscriptions but intends to eventually unify them under the broader Meta One brand as the company continues expanding its subscription ecosystem.
