Meta Tests Paid Subscriptions for Instagram, Facebook and WhatsApp

Meta, the company behind Instagram, Facebook, and WhatsApp, will soon test paid subscription plans for its main apps. The tests start in the coming months and aim to offer extra features to paying users. Basic use of the apps will stay free. Meta confirmed the plans on January 26, 2026.

Background

Meta has long relied on ads to make money from its apps. Billions of people use Instagram for photos and videos, Facebook for connecting with friends and family, and WhatsApp for messaging around the world. These apps reach more than 3 billion users in total each month.

Lately, online ads have faced tough times. Regulators in places like Europe and the US have cracked down on big tech companies over privacy and market power. Ad spending has slowed in some areas due to economic changes. Meta has looked for other ways to earn cash.

The company already runs Meta Verified, a paid service for creators and businesses. It gives a blue check mark, extra support, and tools to fight fake accounts. That program has millions of subscribers. Now Meta wants to expand paid options to regular users too.

This move follows what other apps have done. Snapchat launched Snapchat+ a few years back. It costs about $4 a month and has over 16 million paying users. They get special features like extra story options and custom icons. Twitter, now X, also has a premium tier with perks like longer posts and fewer ads. Meta sees these as proof that people will pay for better tools on social apps.

Developers who study app code have spotted signs of these changes for weeks. Reverse engineering showed hints of subscription buttons and new menus in test versions of the apps. Meta's leaders have talked about AI and new tech as key to the future. They bought Manus, an AI agent, for close to $2 billion last year. That tool will play a big role in the paid plans.

Key Details

Each app will have its own subscription with features tailored to how people use it. Prices have not been set yet, but tests will help Meta decide what works.

Instagram Features

Instagram users might get tools to manage followers better. Paying members could create unlimited lists of people to target posts to. They would see who follows them but does not follow back. Another perk lets users watch Stories without the poster knowing.

AI tools will stand out. Meta plans to add its Vibes system, which makes short videos from text prompts. Right now, Vibes is free in the Meta AI app. Subscribers would get more videos each month and advanced edits. A shortcut to Manus AI could appear in the app for quick help with tasks.

Facebook and WhatsApp Plans

Details for Facebook are still coming into focus. Beta tests show options for more control over posts and connections. Users might pick who sees what with finer settings or get rid of some ads.

WhatsApp could offer a cleaner experience. Reports point to removing ads from Status updates and Channels. These sections let users share photos and follow updates like newsletters. Premium users might get better privacy tools or larger file sends.

All subscriptions will differ from Meta Verified. Verified is for those building audiences or running pages. The new plans target everyday people who want small boosts in how they use the apps.

Meta will roll out tests in stages. They plan to watch how users react and tweak features based on feedback. No full launch date is set, but changes could appear in updates by mid-year.

"We will offer a premium experience on Instagram, Facebook, and WhatsApp that gives users access to special features and more control over how they share and connect, while keeping the core experiences free." – Meta spokesperson

What This Means

For users, the change brings choices. Free access means no one gets locked out of talking to friends or sharing updates. Paid tiers could appeal to heavy users who want extras like better AI or privacy boosts. But with so many subscriptions already—Netflix, Spotify, news apps—some might skip another bill.

Meta stands to gain steady income. Ads still bring in most money, over $130 billion last year. Subscriptions could add billions more if even a small percent of users sign up. Snapchat's success shows it's possible. Their paid service doubled subscribers in two years.

App stores take a cut of in-app payments, about 30 percent at first. Meta might pass some cost to users or find ways around it, like web sign-ups.

Regulators will watch closely. Europe’s rules require clear info on what free and paid mean. Apple and Google rules on apps could shape how subscriptions work on phones.

Creators might see shifts too. If premium tools help small accounts grow, it could level the field a bit. Big influencers already pay for Verified. Regular users getting similar perks might change how content spreads.

Businesses use these apps for marketing. Paid features could mean better targeting or analytics. WhatsApp Channels help brands talk direct to customers without ads in the way.

Over time, this could push all social apps toward mixed models. Free for most, paid for power users. Meta's size means others will follow if it works. For now, tests will show if people bite.

The company stressed listening to users. Feedback forms and app surveys will guide changes. Early testers might see invites soon in select countries.