Would you pay to use premium features of Instagram?: There’s a new subscription in Meta

The company founded by Mark Zuckerberg has confirmed plans to test new subscription models on its main platforms—Instagram, Facebook, and WhatsApp—designed to unlock exclusive features focused on productivity, creativity, and, most importantly, expanded Artificial Intelligence capabilities.

In doing so, Meta is moving away from exclusive reliance on advertising revenue and is shifting toward a more robust freemium model.

The core remains free; the power is paid

The fundamental premise is that the core experiences of these applications will remain free for Meta’s billions of users. The new subscriptions, which will begin testing over the upcoming months, will provide a “premium experience” for those who wish to have greater control over how they share content and connect, in addition to gaining access to more advanced tools.

Meta does not appear to have a uniform strategy. The technology company has indicated it will experiment with a variety of subscription features and potential bundles, and that each application will possess its own unique set of exclusive characteristics.

AI as the engine of subscription: the role of Manus and Vibes

The most attractive aspect for the current market is, without a doubt, the integration of AI behind a paywall. Meta plans to scale Manus, which it recently acquired for a reported sum of $2 billion, as the centerpiece of these initiatives.

The intention is to incorporate Manus directly into Meta’s consumer products while continuing to sell standalone Manus subscriptions to businesses, as disclosed by the user Alessandro Paluzzi on X.

Furthermore, AI-powered video creation will also be monetized. Vibes, Meta’s short-form video experience powered by AI, will shift from being completely free to a freemium model. Users will have basic access to create and remix AI-generated videos, but they will need to subscribe in order to unlock additional monthly creative opportunities.

What features might we see?

Although Meta remains secretive about the exact features, leaks from Alessandro Paluzzi suggest where Instagram may be headed. The potential paid features could include:

• Creation of unlimited audience lists.
• The ability to view a list of followers who do not follow you back.
• The highly sought-after option to view Stories anonymously, without the creator knowing you have viewed them.

Differentiating from “Meta Verified”

It is crucial for marketing professionals to understand that these new subscriptions are independent of Meta Verified.

Whereas Meta Verified is clearly aimed at content creators and businesses (offering the blue verification badge, direct 24/7 support, and protection against impersonation), the new subscriptions are designed for a broader audience. The aim is not about status or security, but rather about functionality and advanced tools for the everyday user or the “prosumer.”

The challenge of “subscription fatigue”

The launch of these subscriptions represents a clear opportunity for Meta to generate significant additional revenues (ARPU). However, the company faces the obstacle of “subscription fatigue.” With so many streaming platforms, news outlets, and services competing for consumers’ monthly spending, Meta’s value proposition will need to be extremely compelling, as users are increasingly weary of having to pay to access content.

The example to look toward is Snapchat+. This platform, which is no longer as popular in Spain, has demonstrated that there is indeed a market willing to pay for premium social functions. Its service, which starts at $3.99 per month, recently surpassed 16 million subscribers, more than doubling its numbers since the beginning of 2024. Meta is betting that its enormous user base, along with the appeal of generative AI, will be sufficient to replicate—and indeed surpass—that success.

Image: Nano Banana