Meta Platforms is preparing to test new subscription models across Instagram, Facebook and WhatsApp, aiming to generate revenue beyond advertising.
According to media reports, the subscriptions are designed to “unlock more productivity and creativity” by giving paid users access to additional features and expanded AI capabilities. The move reflects Meta’s plans to monetise its AI products after years of investment in the area.
A central part of the proposed subscriptions is Meta’s recently acquired suite of general AI agents under Manus. Meta acquired Manus, a Singapore-based AI agent developer founded in China, in December for a reported $2 billion. The company plans to scale these agents within its paid plans, positioning them as tools for use across Meta’s platforms.
The approach represents a change in Meta’s AI monetisation strategy. While its Llama large language models have largely been released as open source, competitors including OpenAI, Google and Anthropic have focused on paid AI services.
The paid tiers may also include full access to Meta’s AI-powered short-form video product, Vibes. Launched in 2025, Vibes allows users to create and remix AI-generated videos. Meta is expected to introduce a freemium model, with basic features remaining free and advanced tools reserved for subscribers.
Meta said the new subscriptions will be separate from Meta Verified, the paid product launched in 2023 that offers verification badges, customer support, impersonation protection and enhanced discovery for creators and businesses.
As the tests roll out, Meta plans to gather user feedback and adjust the offering. The shift also follows changes to Meta’s advertising strategy. Last year, users in the United Kingdom were offered the option to pay a monthly fee instead of seeing personalised ads. Facebook and Instagram users in the UK can choose a “no ads” experience for £2.99 a month, or £3.99 when subscribing through Apple or Google app stores. Users who do not pay will continue to see ads and retain control over their ad preferences.
