Instagram, Facebook, and WhatsApp will test premium subscriptions | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAIPolicyHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsAIExpandOpenAIAnthropicSee all AIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingPolicyExpandAntitrustPoliticsLawSecuritySee all policyScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Instagram, Facebook, and WhatsApp will test premium subscriptionsComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsAICloseAIPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AITechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechInstagram, Facebook, and WhatsApp will test premium subscriptionsSome new and existing AI capabilities may be put behind a paywall.Some new and existing AI capabilities may be put behind a paywall.by Jess WeatherbedCloseJess WeatherbedNews ReporterPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess WeatherbedJan 27, 2026, 10:44 AM UTCLinkShareGiftInstagram’s premium subscription may include unlimited audience lists and the ability to see which accounts you follow aren’t following you back. Illustration by Alex Castro / The VergeJess WeatherbedCloseJess WeatherbedPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Jess Weatherbed is a news writer focused on creative industries, computing, and internet culture. Jess started her career at TechRadar, covering news and hardware reviews.Meta is gearing up to trial new premium subscriptions for Instagram, Facebook, and WhatsApp in the coming months that will allow users to access expanded AI capabilities and additional features. TechCrunch reports that the upcoming subscription plans aim to “unlock more productivity and creativity” by providing premium users with “more control over how they share and connect.”The core Instagram, Facebook, and WhatsApp services will remain free to use, and the new premium subscriptions will be separate from the paid Meta Verified service that was launched in 2023. Meta told TechCrunch that it will test a variety of subscription features and bundles and will launch each app subscription with a distinct set of exclusive capabilities. The price of these upcoming subscription plans is currently unknown.One of the features being tested is Vibes, the AI-generated short-form video experience built into the Meta AI app. While Vibes has been free since it launched in September 2025, Meta is now reportedly planning to move to a freemium model that locks certain video creation opportunities behind a paid subscription. Manus, the suite of general AI agents that Meta acquired in December for a reported $2 billion, will also be part of the subscription plans, with Meta integrating Manus into its own products while continuing to offer it to businesses as a standalone subscription.An integration spotted by leaker Alessandro Paluzzi is a shortcut to Manus AI on Instagram, alongside a description that reads “research, create, and build with Manus.” According to Paluzzi, Instagram’s premium subscription may allow users to create unlimited audience lists, see a list of accounts you follow who don’t follow you back, and view a Story without notifying the user who posted it. We do not currently know what the premium subscriptions for WhatsApp and Facebook might provide.Meta could be preparing these premium subscription plans to claw back some of the revenue it’s invested into AI. While AI providers like OpenAI, Google, and Anthropic charge for higher access to their models, Meta’s Llama family has remained open-source and free. 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Meta is preparing to introduce premium subscription tiers for Instagram, Facebook, and WhatsApp, marking a significant shift in its approach to monetization and user engagement. TechCrunch reports that these subscriptions, slated for testing in the coming months, aim to “unlock more productivity and creativity” by offering premium users expanded AI capabilities and additional features. The core social media platforms will remain free to use, distinguishing the premium subscriptions as a separate offering from the existing Meta Verified service launched in 2023.

Meta intends to launch a variety of subscription plans, each with a distinct set of exclusive capabilities. One key feature being tested is Vibes, the AI-generated short-form video experience built into the Meta AI app. Initially free since its September 2025 launch, Meta is moving to a freemium model, locking certain video creation opportunities behind a paid subscription. Furthermore, Meta is integrating Manus, the suite of general AI agents acquired in December for an estimated $2 billion, into these subscription plans. Users will gain access to Manus via a dedicated shortcut on Instagram, described as allowing for “research, create, and build.” Paluzzi has reported that Instagram’s premium tier may also grant users unlimited audience lists and the ability to view a list of accounts they follow who don't follow them back, alongside the option to view a Story without notifying the user who posted it. The specifics for WhatsApp and Facebook remain currently undisclosed.

This move suggests Meta is attempting to capture revenue generated by the significant investments it has made in AI development, particularly its Llama family of models. While competitors like OpenAI and Google charge for higher access to their AI models, Meta's Llama remains open-source and freely available. The challenge therefore lies in persuading users to pay for AI features within their social media experience.

The introduction of these subscriptions follows a strategic shift by Meta, aiming to bolster its AI ambitions and potentially address the competitive landscape within the broader AI market. It represents a significant evolution in how Meta intends to extract value from its dominant social media platforms.