Meta begins paid subscriptions for Instagram, Facebook, WhatsApp

Technology giant Meta has unveiled paid subscription services for its major social media platforms, including Instagram, Facebook, and WhatsApp, a shift aimed at reducing its dependence on advertising revenue.

The company announced on Wednesday that it would begin rolling out premium plans known as Facebook Plus, Instagram Plus, and WhatsApp Plus to users globally, with additional subscription products expected for businesses, content creators, and artificial intelligence services.

Meta’s Head of Product, Naomi Gleit, disclosed the development in a video shared on Instagram, describing the move as part of the company’s broader strategy to expand revenue streams beyond digital advertising.

The subscription launch comes at a time when investors are increasingly scrutinising Meta’s aggressive spending on artificial intelligence infrastructure and data centres.

The company recently projected capital expenditures of between $125 billion and $145 billion this year, with a large portion earmarked for AI-related investments.

Following the announcement, Meta shares climbed by nearly three per cent in market trading, reflecting investor optimism over the company’s new monetisation strategy.

According to reports, Facebook Plus and Instagram Plus subscriptions will each cost $3.99 per month, while WhatsApp Plus will be available for $2.99 monthly.

Meta said the premium versions of Facebook and Instagram would provide users with enhanced tools and exclusive features, including advanced analytics, audience growth support, profile customisation, and access to detailed story engagement metrics such as rewatch statistics.

For WhatsApp users, the subscription package will focus largely on personalisation features, including custom themes, premium stickers, and personalised ringtone options.

Gleit also revealed that Meta plans to eventually unify its premium services under a broader subscription ecosystem to be known as Meta One.

The latest rollout builds on Meta’s earlier move in 2023, when the company introduced paid, ad-free versions of Facebook and Instagram across Europe in response to stricter European Union data privacy regulations. That initiative allowed users to choose between a free, ad-supported experience and a subscription-based, ad-free option.