Meta plans to trial premium subscriptions for Instagram, Facebook and WhatsApp in the coming months, offering users access to exclusive features across its apps<\/p>\n
First the technology company said it will introduce a premium experience on Instagram, Facebook and WhatsApp that provides access to additional tools and \u201cmore control over how people share and connect\u201d, while keeping the core services free to use<\/p>\n
Meta said the new subscriptions will include features such as expanded artificial intelligence (AI) capabilities and will \u201cunlock more productivity and creativity\u201d<\/p>\n
The company also said it plans to scale Manus, an AI agent it recently acquired for a reported $2bn, as part of its subscription strategy. The company is going to integrate Manus into Meta products, while continuing to sell standalone subscriptions to businesses<\/p>\n
Meanwhile, Meta will also test subscriptions for individual features, including its Vibes video generation app, which it says \u201ccan bring your ideas to life with new AI visual creation tools\u201d<\/p>\n
Meta announced Vibes in September as part of the latest version of the Meta AI app. While the tool has been free since launch, Meta now plans to introduce a freemium model, with users able to subscribe to unlock additional video creation capacity each month<\/p>\n
In September, Meta began rolling out ad-free subscription options for Facebook and Instagram in the UK, giving users the option to pay for a version of the platforms without personalised advertising<\/p>\n
Users can continue to access both platforms for free with personalised ads, or pay \u00a32.99 per month on the web and \u00a33.99 on iOS and Android for an ad-free experience<\/p>\n
Meta may be positioning premium subscriptions as a way to offset its growing investment in artificial intelligence. While AI providers such as OpenAI, Google and Anthropic charge for access to more advanced models, Meta\u2019s Llama family of models has remained open<\/p>\n
Speaking to Marketing Week in December, Meta CMO Alex Schultz said one of the company\u2019s key priorities for 2026 is to better understand its competitive landscape, from TikTok and Google to OpenAI<\/p>\n
\u201cThis is one of the most competitive moments in the tech industry there\u2019s been in my career,\u201d Schultz explained. \u201cMy number one focus area is to be really good at competitive intelligence and understand what\u2019s going on in the industry. Like really deeply understand that.\u201d<\/p>\n
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