Meta is rolling out paid subscription tiers across Instagram, Facebook, and WhatsApp, marking a significant push to build revenue streams beyond its core advertising business while funding an aggressive expansion into AI.

The new consumer plans are priced at $3.99 per month each for Instagram Plus and Facebook Plus, and $2.99 per month for WhatsApp Plus. Instagram Plus adds Story rewatch insights, unlimited Story audience lists, the ability to extend Stories beyond 24 hours, profile customisation tools, and additional profile pins. WhatsApp Plus brings app themes, custom ringtones, premium stickers, and more pinned chats. Facebook Plus carries comparable social and profile features. Meta head of product Naomi Gleit confirmed the rollout in a video announcement, describing the plans as offering enhanced versions of features the community already uses.

Meta was clear that these new plans sit separately from Meta Verified, its existing paid service focused on account verification and protection against impersonation. The new tiers are about feature upgrades, not identity authentication.

The more consequential product, at least for Meta's long-term financials, is the AI subscription layer being tested under the Meta One brand. Meta One Plus will be priced at $7.99 per month, while Meta One Premium will cost $19.99 per month. The premium tier offers greater access to compute-heavy AI tools, including advanced reasoning capabilities and additional image and video generation features. These AI plans will be tested first in Singapore, Guatemala, and Bolivia next month.

Why It Matters

Meta is spending at a scale that demands new income sources. The company recently raised its capital expenditure guidance for the year to between $125 billion and $145 billion, and has reassigned thousands of employees to AI-related roles. Advertising revenue, while substantial, is subject to macro headwinds, regulatory pressure, and platform competition. A subscription layer, even at single-digit monthly prices, creates a direct billing relationship with users and a more predictable revenue base. If even a small fraction of Meta's billions of active users convert, the financial contribution becomes material quickly.

For businesses and creators, separate subscription plans are being tested in Saudi Arabia, Morocco, Thailand, and Bangladesh. Those plans focus on analytics, higher visibility in feeds and search results, clickable links in Instagram posts and Reels, audience management tools, and account-sharing options for moderators. This tier directly monetises the tools creators and brands already rely on for reach, which could shift competitive dynamics on the platform if organic visibility becomes tied to a paid plan.

The market responded positively. Meta shares rose about 3.7% on May 27 following reports of the rollout, reflecting investor confidence that the subscription model can meaningfully diversify revenue over time.

What to Watch Next

The AI subscription test in three markets next month is the most important variable to track. Meta One Premium at $19.99 per month sits in the same price range as OpenAI's ChatGPT Plus and other AI tools, which means Meta is entering a direct competitive battle for AI consumer spending. Whether users see enough differentiation in Meta's AI tools to pay a monthly fee will determine how aggressively Meta scales the product globally.

The creator and business tier tests across four countries will also reveal appetite for paying for distribution and analytics tools that have largely been free. Any sign of strong uptake could accelerate a global rollout and reshape how creators budget for platform presence. Conversely, friction or backlash could push Meta to refine pricing or feature bundles before expanding further.

Meta is effectively running three parallel experiments: a feature-upgrade consumer tier, a creator and business monetisation tier, and an AI subscription tier. Each targets a different user motivation and willingness to pay. The outcomes across these pilots will define how Meta's revenue mix looks over the next few years, and how dependent the company remains on the advertising model it has built its business on.