Thursday, January 29, 2026 - Meta has announced plans to test paid subscription services across its platforms, including Instagram, Facebook and WhatsApp, offering users access to exclusive features while keeping core services free.
According to TechCrunch, the technology company said the new
subscriptions would introduce premium tools and give users “more control over
how they share and connect” on the platforms.
“In the coming months, Meta will offer a premium experience
on Instagram, Facebook, and WhatsApp that gives users access to special
features and more control over how they share and connect, while keeping the
core experiences free,” the report said.
Meta explained that it would experiment with different
subscription models and feature bundles, noting that each app would come with
its own set of exclusive benefits.
The company also revealed plans to scale Manus, an AI agent
it recently acquired for a reported $2bn, as part of its broader subscription
strategy. Manus is expected to be integrated into Meta’s products, while
standalone subscriptions will continue to be offered to businesses. Screenshots
shared by reverse engineer Alessandro Paluzzi suggest Meta is already working
on adding a shortcut to Manus AI on Instagram.
In addition, Meta plans to introduce subscriptions for
AI-powered tools such as Vibes, a short-form AI video generation feature built
into the Meta AI app. Vibes, which allows users to create and remix
AI-generated videos, has been free since its launch last year but will
transition to a freemium model, offering limited access with paid options for
additional video creation each month.
While details of paid features for Facebook and WhatsApp
remain unclear, Paluzzi noted that Instagram’s subscription could include
features such as unlimited audience lists, the ability to see followers who do
not follow back, and the option to view Stories anonymously.
Meta clarified that the new subscriptions would be separate
from Meta Verified, its existing paid service for creators and businesses,
which offers benefits such as a verified badge, direct support, impersonation
protection, search optimization and exclusive stickers. The company said
insights from Meta Verified would help guide the expansion of its subscription
offerings to everyday users, creators and businesses.
Analysts, however, have warned that subscription fatigue
could be a challenge as users face increasing pressure on their monthly digital
spending. Meta pointed to the success of rival platform Snapchat, whose
Snapchat+ service, starting at $3.99 per month, has surpassed 16 million
subscribers.
Meta said it will rely on user feedback as it begins testing
and rolling out the new subscriptions in the coming months.
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