Meta Platforms is preparing to test premium subscription plans across Instagram, Facebook, and WhatsApp, as the company looks to generate revenue from its growing investment in artificial intelligence.
According to reports confirmed by CNBC, the new subscriptions will offer advanced features and enhanced AI tools, while Meta keeps its core social apps free for everyday use.
AI tools sit at the centre of the plan
At the heart of the subscriptions are Meta’s general-purpose AI agents, developed under its recently acquired Manus platform.
Meta bought the Singapore-based AI startup in December for a reported $2 billion. The company now plans to scale those agents inside paid plans, positioning them as tools that boost productivity and creative output across its apps.
So far, Meta has offered most of its AI capabilities at no cost. Its open-source Llama models remain free, unlike competing AI products from OpenAI, Google, and Anthropic. The new subscriptions mark a shift. Meta now wants users who need deeper AI support to pay for it.
Video creation may also move behind a paywall
In addition to AI agents, the subscriptions may include expanded access to Vibes, Meta’s AI-powered short-form video tool.
Vibes lets users generate and remix AI-created videos. Meta launched it in 2025 as a free feature. Under the new approach, the company plans to keep basic tools open while charging for advanced editing, generation, and remix options.
That structure mirrors Meta’s broader strategy. Free access brings scale. Paid layers capture value from power users.
Separate from Meta Verified
The new subscriptions will not replace Meta Verified, the paid service launched in 2023.
Meta Verified focuses on identity and protection. It offers verified badges, customer support, impersonation safeguards, and better visibility for creators and businesses. The upcoming plans target a different need. They focus on capability, not credibility.
Testing before a wider rollout
Meta plans to test the subscriptions in phases and gather user feedback before finalising features or pricing. That suggests the company expects the offering to evolve based on how users actually work inside its apps.
For now, Meta is signalling a clear shift. After years of free AI features, the company is moving toward paid, AI-driven experiences, while keeping its core platforms open to everyone.
The message is simple. AI may stay visible. But advanced AI will no longer stay free.
Chinese officials are reviewing Meta’s $2 billion acquisition of AI startup Manus for possible technology control violations, FT reported on Tuesday.
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