Is Social Media No Longer Free? Meta Begins Testing New Paid Subscriptions

Meta announced on Monday that it will begin testing optional premium subscription tiers across Instagram, Facebook, and WhatsApp, a significant move to diversify its revenue beyond digital advertising.

The company said the new subscriptions are designed to offer “expanded AI capabilities” and exclusive features aimed at productivity and creativity. While the core experience of the apps will remain free, the paid tiers will provide users with more control over how they connect and share content.

The move marks a notable shift for the social media giant, which for years marketed itself on its free-to-use model. It follows a broader industry trend toward paid services, similar to X’s premium tiers and Snapchat+, which has grown to more than 16 million subscribers since its launch.

“We are constantly exploring new ways to add value for our users,” Meta said in a statement. “These tests will help us understand what features people find most valuable as we work to provide a more personalized experience.”

Meta did not disclose specific pricing for the tiers, which are expected to roll out in select markets in the coming months.

According to the company, each app will offer a distinct set of features. On Instagram, early tests suggest premium subscribers may gain access to tools such as the ability to view Stories anonymously, see which followers do not follow them back, and create unlimited audience lists.

A central part of the subscription push involves artificial intelligence. Meta plans to integrate “Manus,” an AI agent platform it acquired in late 2025 for a reported $2 billion, into its consumer offerings. The company also indicated that its “Vibes” AI video creation tool, which has been free since its launch, will move to a “freemium” model where paid subscribers receive additional creation credits each month.

Meta emphasized that these new tiers will be separate from “Meta Verified,” its existing $11.99-a-month service that focuses on account verification and security for creators and businesses. The new offerings are intended for a broader, everyday audience.

The strategy comes as Meta seeks to recoup massive investments in AI development and navigate a shifting landscape for digital ads. The company is scheduled to report its fourth-quarter earnings on Wednesday.