- Meta will test paid subscriptions on Instagram, Facebook, and WhatsApp with exclusive features.
- The plan will retain the basic free features and add an optional premium layer.
- Artificial intelligence will be key, with the integration of Manus and tools like Vibes.
- In Europe, there are plans to pay to remove advertising on WhatsApp and gain more control on Instagram.
Meta has confirmed that it is preparing paid subscriptions with additional features on Instagram, Facebook, and WhatsAppThis move represents another step in the company's search for new revenue streams beyond traditional advertising. The company does, however, insist that basic use of its apps will remain free for everyone.
As the company explained to media outlets such as TechCrunchThese new payment methods aim to offer a “premium experience” focused on productivity, creativity and greater control about how users share content and connect with others. Features such as advanced audience lists and more powerful artificial intelligence (AI) tools are on the table.
A different premium layer for each Meta app
Meta doesn't want a single model for all its platforms, but rather It will test different packages and combinations of features depending on the application.In practice, this means that an Instagram subscription will not necessarily resemble a WhatsApp or Facebook subscription, either in features or price.
The company has emphasized that Essential features will remain free.Chatting on WhatsApp, posting on Facebook, or sharing photos and Reels on Instagram will continue at no cost. Subscriptions are designed as an additional layer for those who want more control, customization, or creative tools.
In this initial phase, Meta plans launch limited trials in the coming monthswith different subscription levels and benefits associated with each fee. It hasn't yet specified how many plans there will be or what their prices will be, but leaks suggest relatively low monthly costs, at least in Europe.
This approach aligns with the industry's strategy: Other social networks like Snapchat have shown that there is interest in paid social features.With products like Snapchat+ gaining millions of subscribers in just a few months, Meta wants to capitalize on that momentum, but without abandoning its massive base of free users.
WhatsApp: paid option to remove ads in Europe
One of the most significant changes will be noticeable on WhatsApp, especially in the European Union, where The company is already testing payment models linked to advertising.The analysis of beta version 2.26.3.9 of the app, carried out by specialized media such as WABetaInfo, reveals clear references to a subscription system to remove ads.
Since last year, Meta has begun to introduce advertising in sections such as Status and ChannelsThe new model would offer two options: continue using WhatsApp for free with ads, or pay a monthly fee to remove those promotional interruptions. This would be the first time, since the old €0,89 annual fee before Meta's acquisition, that the messaging app would be charged directly.
In Europe, the company had already opened the door to this type of approach with paid plans to use Facebook and Instagram without adswhich cost around four euros per month according to leaks. The possible arrival of a scheme similar to WhatsApp fits with the same regulatory and privacy logic that has forced Meta to rethink its advertising model in the region.
Although there is no firm date for the general rollout at this time, references in the code and official statements indicate that The subscription option to remove ads on WhatsApp in the EU is getting closer, with Spain as one of the key markets where user response would be measured.
Instagram: more control over the audience and “curious” features
On Instagram, the news and tricks Information about what's to come has come primarily from reverse engineer and applications analyst Alessandro Paluzzi. His research indicates that The platform is working on a subscription model with several features heavily focused on audience control. community management.
Among the options that have been leaked are the possibility of create limited or even unlimited audience lists This feature allows you to segment who sees specific posts or stories, going a step beyond the current "close friends" feature. It would allow you, for example, to target content only to paying customers, your most loyal followers, or very specific groups without having to use additional accounts.
Another tool being considered for this premium layer is a panel that It shows which accounts we follow don't follow us back.Although this type of data could already be obtained with third-party applications, its direct integration into Instagram under a subscription would make that information available to anyone who pays.
The option of View stories without them appearing as "seen" For the author, this is what many users consider "spying" on Stories anonymously. It's a sensitive feature from the perspective of perceived privacy, but extremely appealing from the point of view of the curious user.
Taken together, these characteristics suggest that The Instagram subscription will be heavily focused on offering more control, extra data about the community, and advanced viewing options.All this without altering the basic functioning of the network for those who prefer not to pay.
Facebook and the common recurring revenue strategy
In the case of Facebook, Meta has been more reserved. For now, It has not detailed what specific features will be hidden behind the subscriptionBeyond confirming that there will also be tests of payment models on the platform.
What the company has made clear is that it intends explore formulas that allow them to reduce their exclusive dependence on advertising, which until now has been the main driver of its revenueThe use of premium layers, advanced access to tools, and ad removal are all pieces of the same recurring revenue puzzle.
This strategy comes at a time when many technology companies are facing a market saturated with subscriptionsUsers already pay for streaming platforms, music services, cloud gaming, and much more, so convincing them to add another monthly payment won't be easy.
Meta is aware of the risk of “subscription fatigue” and therefore insists that will listen to user feedback during testing to adjust prices and features. The balance between offering an attractive extra and not giving the impression that something that was previously free is being "taken away" will be key.
AI at the center: Manus and Vibes as a pay hook
One of the cornerstones of these new subscriptions will be artificial intelligence. Meta has been investing for years in models like Llama and in automated creative tools, and now wants to to put some of that effort behind a paywallreserving the most advanced capabilities for those willing to pay.
At the end of December, the company bought the startup Manus, specializing in autonomous AI agents, for a figure around 2.000 million According to industry sources, the goal of the operation is to "unlock opportunities" with an AI agent capable of handling more complex tasks than a simple conversational assistant.
goal plans Integrate Manus directly into Instagram, Facebook, and WhatsAppso that paying users can "research, create, and develop" content or projects with the help of these agents. At the same time, separate subscriptions will be maintained for companies that want to use Manus professionally.
Code traces already show Shortcuts and references to Manus within InstagramThis indicates a deep integration within the Meta ecosystem. This could translate, for example, into the automatic generation of texts for publications, proposals for creative ideas, or assisted community management.
Another key piece is Vibes, an AI-generated short video experience within the Meta AI appUntil now, Vibes could be used for free, allowing the creation of vertical-style videos similar to Reels or TikToks, but generated entirely by artificial intelligence from user instructions.
The new plan involves turning Vibes into a product freemium: a free basic plan and a paid tier for those who want more monthly creation capacity. or greater customization options. This aligns with the idea that more powerful AI features are one of the main draws for subscriptions.
Meta Verified and the new subscriptions: different products
Meta also wanted to make it clear that These new subscriptions do not replace Meta Verified, its payment verification system launched in 2023 and designed primarily for creators and businesses.
Meta Verified currently offers Blue badge, 24/7 priority support, enhanced protection against identity theft, and access to certain exclusive stickersIt is a product geared towards those who need to strengthen their personal or professional brand within the Meta platforms.
The subscriptions that are now being designed are aimed at a different audience: everyday users who want more control, fewer ads, or advanced AI and creative toolswithout needing to be professional creators. Even so, the company assures that it will use the experience gained with Meta Verified to refine the offering of these new plans.
In practice, this means that Both products can be purchased separately.Verification for those seeking reputation and support, and new paid tiers for those wanting extra features. This isn't a replacement, but rather a broader catalog of paid services.
For now, there is no final list of prices or countries where these new features will be rolled out first, but European regulations and pressure on the advertising model mean that the EU, and with it Spain, position themselves as a priority testing ground for the new meta-subscription strategy.
Everything suggests that, in the coming years, the experience on Instagram, Facebook, and WhatsApp will be divided into two main blocks: on the one hand, a free basic use very similar to the current one, and on the other, an optional premium layer With fewer ads, more control over the audience, and access to the most powerful AI tools, how much European users are willing to pay for this leap forward will determine whether this shift towards subscriptions becomes a significant revenue stream or remains just another experiment in the already crowded monthly fee economy.