Meta Platforms has initiated a global rollout of subscription plans across its major platforms, including Facebook, Instagram, and WhatsApp, as the company intensifies efforts to diversify revenue streams beyond digital advertising. The announcement, made on Wednesday, introduces consumer-focused “Plus” plans that grant users access to additional features such as profile customization, super reactions, and story insights, among other enhancements.
Under the new pricing structure, users can subscribe to Instagram Plus, Facebook Plus, or WhatsApp Plus for monthly fees ranging between $2.99 and $3.99, depending on the platform. Meta’s head of product, Naomi Gleit, noted during the launch that “more fun features” will be added in the future. These new offerings will be branded under “Meta One,” which will serve as the company’s centralized hub for its subscription services moving forward.
As part of this rollout, Meta is also testing two AI subscription plans priced at $7.99 and $19.99 per month, designed for users of its Meta AI system. The premium tier provides greater computing capacity for complex queries, improved reasoning capabilities, and expanded image and video generation features across Meta’s platforms. Testing for these AI plans is expected to begin next month in selected markets, including Singapore, Guatemala, and Bolivia.
Meta emphasized that the new plans do not replace its existing offering, Meta Verified, which focuses on verification, impersonation protection, and extra support. For context, the new Instagram Plus plan gives subscribers the ability to see how many people have rewatched their Story in aggregate, as well as the ability to create unlimited audience lists for Stories, extending beyond the “Close Friends” option. Facebook Plus offers a similar set of features, while WhatsApp Plus provides app themes, custom ringtones, additional pinned chats, list customization, premium stickers, and more.
This move mirrors a strategy similar to what Elon Musk implemented with X (formerly Twitter). In 2023, Mark Zuckerberg announced paid verification for Facebook and Instagram, transforming the once-free blue badge into a $12 monthly subscription service. While it generated additional revenue for the company, Zuckerberg stated at the time that the paid verification was aimed at increasing authenticity and security across Meta services.
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Samson Akintaro, a tech enthusiast with over a decade of experience covering the tech industry, contributed to this report.
