Technology major Meta is preparing to roll out trial premium subscriptions for users of Instagram, Facebook and WhatsApp in the coming months, signalling a deeper push into paid services alongside its existing ad-supported model. The move is part of the company’s broader strategy to monetise advanced artificial intelligence tools while keeping the core functions of its platforms free for general users.
According to the plan, subscribers would gain access to a suite of additional features, including expanded AI-powered capabilities. Meta has indicated that everyday use of its social media and messaging platforms will remain unchanged for free users, with payments required only for optional enhancements aimed at users seeking advanced tools or a different experience.
Among the features expected to be tested under the subscription model is Meta’s new video generation product, Vibes, which the company says can transform user ideas into visuals using AI-based creative tools. Vibes was unveiled in September as part of the latest update to the Meta AI app and is positioned as a tool for users interested in content creation driven by artificial intelligence.
Meta is also reportedly planning to integrate technology from Manus, an AI company originally founded in China that it agreed to acquire in December for a reported $2 billion. Tech publication TechCrunch first reported that Manus’s technology could form part of Meta’s subscription offerings. While consumer-facing AI tools are expected to be bundled into premium plans, Meta has said it will continue to offer Manus subscriptions separately to business clients.
At the time of announcing the acquisition, Meta said the deal would strengthen its AI capabilities by giving users access to so-called “agents” — advanced tools designed to carry out complex tasks with minimal user input. These agents could perform functions such as planning travel itineraries or creating presentations, operating with a higher degree of autonomy than conventional chatbots.
Manus, which later relocated its base to Singapore, has sought to distinguish itself in the competitive AI space by claiming its system can act as a “truly autonomous” agent. Unlike many AI assistants that require repeated prompts to complete tasks, Manus says its technology can independently plan, execute and finish tasks based on initial instructions.
However, the acquisition has drawn regulatory attention. In January, Chinese authorities said they would examine the deal to determine whether it violated the country’s technology export rules or national security regulations, adding a layer of scrutiny to Meta’s AI expansion plans.
Meta’s exploration of paid features is not new. Last year, Facebook tested restrictions on the number of links some users could share in posts, with notifications in the UK and US indicating that higher link-sharing limits could be unlocked through a subscription. The company described the test as a way to assess whether increased posting capabilities provided additional value to paying users.
More recently, users in the UK were informed about a £2.99 monthly subscription option offering ad-free versions of Facebook and Instagram. Under changes announced in September, users in the UK are being asked to choose between paying a fee or continuing to use the platforms for free with personalised advertisements. In the European Union, a similar ad-free option is priced at €5.99 per month.
Meta has also been experimenting with direct-to-user payments since 2023, when it introduced a paid verification service that allows Facebook and Instagram users to obtain a blue tick for a monthly fee. Together, these moves underline the company’s gradual shift towards diversified revenue streams, with AI-powered subscriptions emerging as the latest frontier.
