Meta Platforms has confirmed it will begin testing paid subscription models on its core apps—Instagram, Facebook, and WhatsApp—in the coming months, offering premium features while maintaining free access to basic services.
The company announced the initiative in a statement reported by TechCrunch on January 28, 2026, describing the subscriptions as a way to provide users with “more control over how they share and connect” and access to exclusive tools. “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,” Meta stated.
The subscriptions will be app-specific, with each platform featuring its own bundle of benefits. Meta emphasized that it will experiment with different pricing tiers and feature sets, gathering user feedback before any full rollout. The company has not yet disclosed exact pricing or launch dates, but testing is expected to begin soon.
A key component of the strategy involves scaling Manus, an AI agent Meta acquired for a reported $2 billion. Reverse engineer Alessandro Paluzzi shared screenshots suggesting Meta is integrating Manus shortcuts into Instagram, with potential standalone subscriptions for businesses. Manus is anticipated to power advanced AI tools across Meta’s ecosystem.
Meta also plans to shift Vibes—an AI-powered short-form video generation feature in the Meta AI app—from fully free to a freemium model. Users will have limited monthly video creations at no cost, with paid options for unlimited or advanced remixing capabilities.
While details for Facebook and WhatsApp remain limited, Paluzzi’s leaks indicate Instagram’s subscription may include perks such as unlimited audience lists, visibility into non-reciprocal followers, and anonymous Story viewing—features currently unavailable or restricted in the free version.
Meta stressed that these new subscriptions are separate from Meta Verified, its existing paid service for creators and businesses, which provides a verified badge, direct support, impersonation protection, search prioritization, and exclusive stickers. The company noted that insights from Meta Verified’s performance will inform the expansion of paid options to everyday users.
Analysts have raised concerns about potential “subscription fatigue” as consumers face growing monthly charges for digital services. Meta pointed to Snapchat’s success with Snapchat+, which launched at $3.99 per month and has grown to over 16 million subscribers, as evidence that users are willing to pay for enhanced features.
The announcement reflects Meta’s ongoing efforts to diversify revenue beyond advertising, especially amid regulatory pressures and competition in AI and social features. The company said it will rely on user feedback during testing to refine the offerings and ensure they add meaningful value without alienating its billions of free users.
Meta’s move follows similar strategies by other platforms, including X (formerly Twitter) Premium and YouTube Premium, as tech giants explore hybrid free/paid models to sustain growth.
