Meta Platforms (NASDAQ: META) is rolling out paid subscription plans across Instagram, Facebook, and WhatsApp, building a six-tier ladder that stretches from $2.99 a month for WhatsApp personalization features to $49.99 a month for a professional package aimed at creators and businesses. It is the company’s most structured push yet to pull revenue from its user base without touching the ad business that still powers most of its income.
The consumer-facing entry points are Instagram Plus and Facebook Plus, each at $3.99/month, and WhatsApp Plus at $2.99/month. Instagram Plus and Facebook Plus are built around social expression, with features set to include aggregate Story rewatch counts, unlimited audience lists beyond the existing Close Friends option,, custom app icons, and customizable profile fonts among other features.
WhatsApp Plus takes a narrower lane, concentrating on personalization through app themes, custom ringtones, extra pinned chats, list customization, and premium stickers.
Naomi Gleit, Meta’s head of product, said “more fun features” will be added to the consumer plans over time. Meta confirmed it had been planning the push earlier this year, with initial tests running in the spring.
Above the consumer tier sits a separate professional track, branded under the Meta One umbrella. Meta One Essential, at $14.99/month, includes a Verified badge, impersonation protection, and an enhanced linksheet connecting a user’s presence across platforms and the web. Meta One Advanced, at $49.99/month, adds featuring in the Facebook feed, higher placement in Facebook and Instagram search results, and links embedded in Instagram posts and Reels, among other options. Both professional plans begin testing later this week in Saudi Arabia, Morocco, Thailand, and Bangladesh.
Meta is also entering the AI subscription market under the same Meta One brand. Meta One Plus is priced at $7.99/month and Meta One Premium at $19.99/month. The two tiers share the same feature set, but Premium unlocks greater capacity for high-compute queries, including deeper reasoning through thinking mode, along with expanded video and image generation capabilities across Meta’s apps. Meta AI stays free for casual users.
The AI plans begin testing next month, initially in Singapore, Guatemala, and Bolivia, with Meta planning to extend AI subscription benefits to users of its AI glasses in the weeks that follow.
Meta’s existing Meta Verified offering, which covers verification, impersonation protection, and extra account support, is not being discontinued and will run alongside the new lineup. The company’s longer-term aim is to consolidate all subscription products under the Meta One brand, continuing to expand them as the lineup matures.
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