Meta, the parent company of Instagram, WhatsApp, and Facebook, has officially rolled out paid “plus” subscription-based plans with exclusive perks for the social media platforms globally. This is separate from the older Meta Verified subscription, it'll now be Plus version of the social media platforms: Instagram Plus, Facebook Plus, and WhatsApp Plus.
The plus contains features unsubscribe users cannot access including premium features (such as the ability to extend vanishing posts for longer than 24 hours), customization (such as accessing custom themes and reactions), creator tools, social engagement features (such as the ability to view detailed stats on Instagram or Facebook), and artificial intelligence (AI) monetization.
According to Meta head of product Naomi Gleit who announced the “Plus” versions in an Instagram post, more plans will be added to businesses, creators and AI products. These subscription-based plans come after several months of quiet public testing.
In late March, some screenshots showing several premium features that are not available on the standard app surfaced online during the Instagram Plus testing phase. The testing began in Saudi Arabia, Morocco, Thailand, and Bangladesh.
The scrutiny from investors over Meta's massive AI spending also contributed to the rollout. Now, the class disparity on Meta's apps is only growing. Meta is projected to spend between $125 billion and $145 billion mainly on AI infrastructures and data centres this year alone.
So, the subscriptions are intended to create recurring revenue, offset the AI costs, monetize power users, and compete with rivals like Snapchat+, Telegram Premium, Discord Nitro, and X Premium. After the Plus versions announcement, Meta's rose to about 3%.
Meta Plus subscription-based plans and features
• Unlimited audience lists
• Weekly Story spotlight
• Extend Stories beyond 24 hours
• Search viewer lists
• Custom app icons
• Premium reactions
• Extra engagement tools
• Expanded list customization
• Custom icons
• Ringtone packs
The Plus plans will be a monthly payment on each app. Facebook and Instagram Plus plans each cost $3.99 per month and WhatsApp Plus plan cost $2.99 per month. Naomi Gleit said the monthly payment systems will be consolidated under a single brand called Meta One—which will house all of Meta's tests with subscription plans, covering its creator and business accounts, AI endeavors, and apps.
In the late March Instagram testing phase, test users could reportedly share Stories with multiple audience groups, track who replayed their Stories, search viewer lists, keep Stories active for more than 24 hours, and create special “spotlight” Stories. Instagram Plus also introduced exclusive features such as a “super heart” reaction and the option to preview part of someone’s Story without appearing in the viewer list.
Meta is also testing a freemium approach for Meta AI by placing certain advanced features behind subscription tiers. While the AI assistant will still offer free access, Meta plans to limit premium capabilities such as extended reasoning, “Thinking Mode,” and high-volume image or video generation unless users upgrade to a paid plan. In essence, casual AI use may remain free, but more demanding or advanced functions will require a subscription.
Meta is also experimenting with new Meta One subscription packages aimed at businesses and content creators. As part of this effort, the company appears to be reworking Meta Verified by introducing broader tools and premium features designed to help creators grow their audience, improve visibility, and strengthen business presence across Meta’s platforms.
Meta One is likely to come in two subscription plans: Meta One Essential (which would cost about$14.99 per month) and Meta One Advanced (which would also cost about $49.99 per month).
