Meta is preparing to test subscription-based access to a range of premium features across Instagram, Facebook, and WhatsApp, marking another step in the broader shift away from the assumption that major social platforms operate entirely for free. The company confirmed that it will begin experimenting with paid bundles for select productivity, creativity, and AI-related tools in the coming months, while keeping the core experience on each platform available at no cost.
This move follows a pattern already established across the social media industry. Platforms such as X and Snapchat have spent the past several years gradually placing advanced tools and visibility features behind monthly fees. Meta itself has tested user willingness to pay through offerings like Meta Verified and ad-free subscriptions in parts of Europe and the UK. The upcoming tests suggest the company now sees enough demand to expand paid access beyond identity verification and advertising removal.
According to Meta, the new subscriptions will be offered as multiple bundles, each unlocking a defined set of features rather than a single universal tier. These plans will be separate from Meta Verified, indicating that the company is attempting to segment paid users by use case rather than status alone. While Meta has not disclosed pricing or a full feature list, it has emphasized that free users will not lose access to the fundamental functions of Instagram, Facebook, or WhatsApp.
One confirmed bundle will focus on AI-powered tools. Among them is Vibes, a video generation feature that has so far been available without charge. Meta has described its future approach as a freemium model, where basic AI functionality remains open but more advanced capabilities are reserved for subscribers. This aligns with a wider industry trend as companies attempt to offset the high costs of AI development and infrastructure.
Another AI product expected to move behind a paywall is Manus AI, an automated agent Meta acquired recently. Leaks suggest Instagram is already developing a shortcut for accessing the tool directly within the app. Separately, reports indicate that Instagram has been testing a premium tier that includes features such as viewing stories anonymously, creating unlimited audience lists, and searching through story viewers—tools that would primarily appeal to creators, marketers, and power users rather than casual participants.
Meta has not yet shared timelines for a broader rollout, but the company said additional details about pricing and feature availability will emerge as testing expands. Taken together, these experiments reflect a recalibration of how Meta monetizes its platforms, with subscriptions positioned as a complement to advertising rather than a replacement. Whether users are willing to pay for convenience, privacy, or advanced AI tools remains an open question, and the results of these tests are likely to influence how social media platforms evolve over the next several years.
