Meta Rolls Out Paid Subscriptions for Facebook, Instagram and WhatsApp

MENLO PARK, Calif. — Meta Platforms has begun rolling out paid subscription plans for Facebook, Instagram and WhatsApp, a significant expansion of the company’s efforts to earn revenue directly from users alongside its core advertising business.

Meta head of product Naomi Gleit announced the plans in a video posted on Wednesday, saying the company was starting to roll out Facebook Plus, Instagram Plus and WhatsApp Plus with enhanced features.

Pricing and Features

Facebook Plus and Instagram Plus will each cost $3.99 per month, while WhatsApp Plus will be priced at $2.99 per month. Meta said the subscriptions are expected to roll out globally in the coming weeks.

Facebook Plus subscribers will receive enhanced Story features, animated reactions and tools to personalize their profiles. WhatsApp Plus includes premium stickers, app themes, custom ringtones and the ability to pin more chats.

The core versions of the apps will remain free, with the subscriptions offering optional add-ons rather than replacing the ad-supported services used by billions of people.

AI Tiers Under ‘Meta One’

Meta is also expanding subscription offerings tied to artificial intelligence under a broader “Meta One” umbrella. The company said it plans to test AI-focused tiers priced at $7.99 and $19.99 per month that would provide greater access to computing-intensive features, including advanced reasoning capabilities and additional image and video generation tools.

Gleit said the company was also testing plans offering premium features for people who want to get more from Meta’s apps and AI glasses. Meta said the AI subscriptions will initially be tested in select international markets and will bundle premium features across Facebook, Instagram and WhatsApp.

Plans for Businesses and Creators

The company is also preparing subscription plans aimed at businesses and creators, which it said would include enhanced profile visibility, audience insights and collaboration tools.

Why It Matters

Meta has generated the vast majority of its revenue from advertising since its early years. The new subscriptions represent a push to diversify that model as the company spends heavily on AI infrastructure, including data centers and chips, and seeks new ways to monetize its AI products.

Charging for advanced AI features has become common across the technology industry. Rivals including OpenAI and Google offer tiered paid plans that unlock more powerful models and higher usage limits, and Meta’s pricing for its AI tiers places it in a similar range.

Meta has previously experimented with paid offerings, including verification subscriptions for creators and an ad-free subscription option in Europe introduced in response to regulatory requirements. The new consumer plans are broader in scope, offering cosmetic and functional extras across all three of its largest apps.

Analysts will be watching how many users opt in, given that the free versions of Facebook, Instagram and WhatsApp remain widely available and deeply embedded in daily communication for much of the world.