Technology giant Meta is preparing to trial premium subscriptions for Instagram, Facebook, and WhatsApp users in the coming months, in its latest push into paid services. The subscriptions will offer access to additional features, including enhanced artificial intelligence (AI) tools, while keeping core platform services free.
Meta plans to expand its subscription offerings beyond the main apps. The company will test paid access to features such as its Vibes video generation app, part of the Meta AI platform launched in September. Vibes allows users to create AI-generated visuals, bringing ideas to life with new creative tools.
In addition, Meta intends to incorporate services from Manus, an AI firm founded in China and acquired by Meta in December for a reported $2 billion (£1.46 billion). Manus, now based in Singapore, specializes in autonomous AI agents capable of performing complex tasks with minimal user input, such as planning trips or preparing presentations. Meta will offer Manus-powered tools both through subscriptions for businesses and as part of its consumer products.
“Manus’s exceptional talent will join Meta’s team to deliver general-purpose agents across our consumer and business products, including Meta AI,” the company said in a blog post. Manus claims its technology can plan, execute, and complete tasks independently, distinguishing it from conventional chatbots that require repeated prompts.
The acquisition has drawn scrutiny from Chinese authorities, with Beijing announcing an investigation in January to determine whether the deal violates technology export laws or national security regulations.
Meta’s move into subscriptions builds on previous experiments with paid features. Last year, the company trialed limits on the number of links some users could share in Facebook posts, offering an option to remove restrictions through a subscription. In 2023, Meta launched a paid verification service, allowing users on Facebook and Instagram to receive the blue tick for a monthly fee.
Currently, Meta is testing ad-free subscriptions in the UK and EU. In the UK, users are being offered a £2.99 monthly subscription for access to ad-free Facebook and Instagram. EU users face a fee of €5.99 (£5) for the same service. Subscribers can choose to pay for an ad-free experience or continue using the apps for free with personalised advertising.
The trials reflect Meta’s broader strategy to diversify revenue streams and enhance AI capabilities on its platforms. The company says premium subscriptions could give users access to advanced tools, while providing Meta with new opportunities to monetise its large social media audience.
As AI integration becomes a core feature of Meta’s apps, the company is betting that subscriptions and autonomous agent tools like Manus will attract both everyday users and businesses seeking productivity solutions within the Meta ecosystem.
