Meta is rolling out paid subscription plans globally for Instagram, Facebook, and WhatsApp, while simultaneously beginning tests of a broader subscription platform called Meta One that will eventually house professional, creator, and AI-focused tiers, the company announced Wednesday.
The consumer-facing plans are straightforward in their pricing and scope. Instagram Plus and Facebook Plus are priced at $3.99 per month, while WhatsApp Plus comes in at $2.99 per month. Each plan is tailored to its respective app. Instagram Plus gives subscribers access to story rewatch counts, unlimited audience lists for stories, the ability to spotlight a story once a week for additional views, and the option to extend stories beyond the standard 24-hour window. Users can also preview a story without appearing as a viewer, post directly to their profile without appearing in followers’ feeds, and access super heart animated reactions, custom app icons, and customisable profile fonts. Facebook Plus mirrors many of those social expression features, while WhatsApp Plus focuses on personalisation tools including custom themes, ringtones, additional pinned chats, and premium stickers.
Meta’s head of product Naomi Gleit said more features will be added to the plans over time. The company confirmed the new Plus plans exist alongside its existing Meta Verified offering, which focuses on account verification and impersonation protection, rather than replacing it.
The more ambitious piece of Wednesday’s announcement is Meta One, the company’s emerging umbrella for its subscription ecosystem. Two AI-focused tiers will enter testing next month in Singapore, Guatemala, and Bolivia. Meta One Plus is priced at $7.99 per month and Meta One Premium at $19.99 per month, with the Premium plan unlocking greater capacity for high-compute tasks including deeper reasoning in the Meta AI app, more video and image generation capabilities across Meta’s apps, and expanded benefits for users of Meta AI glasses.
Two professional plans aimed at creators and businesses will begin testing later this week in markets including Saudi Arabia, Morocco, Thailand, and Bangladesh. The Meta One Essential plan at $14.99 per month includes a verified badge, impersonation protection, and an enhanced link sheet for connecting audiences to a creator’s broader online presence. The Meta One Advanced plan at $49.99 per month adds the ability to be featured in the Facebook feed, appear higher in Facebook and Instagram search results, automatically send follow invitations to people who engage with content, drive traffic to websites or shops through Instagram posts and Reels, and access deeper competitive analytics on both platforms. Advanced subscribers also gain optimised scheduling tools, multi-moderator account access without password sharing, and alerts when their content is reused by others.
The launch reflects Meta’s effort to diversify its revenue beyond advertising as its flagship apps approach the limits of global user growth. Both Facebook and Instagram have already achieved saturation across most major markets, making additional monetisation of existing users a logical path for sustaining revenue expansion. The subscription model follows similar moves by other major AI and social platforms that charge for additional compute capacity and premium features.
Gleit acknowledged that Meta is still experimenting with the AI and professional tiers, with the goal of consolidating everything under the Meta One brand as the offering matures.
