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In the early days of social media, almost everything was free. A few years ago, however, platforms like X (formerly Twitter) and Snapchat moved away from that model when they began charging users for premium features. Meta also adopted a similar approach with Meta Verified checkmarks and is now set to expand paid offerings across more features and subscription plans.
Instagram, Facebook, and WhatsApp users will soon need to purchase subscriptions to unlock certain productivity, creativity, and AI-powered features, Meta confirmed to TechCrunch. The company didn’t reveal the exact features that will go behind paywalls, but noted that the core experience will continue to remain free.
Meta will begin testing its subscription model in the coming months. It will consist of a variety of bundles, with each unlocking a specific set of premium features. The company clarified that these bundles will be different from Meta Verified.
Meta said one of its bundles will unlock AI features, including its Vibes video generation tool. The platform has been free since its launch, but the company now plans to adopt a freemium model.
Manus AI is another product that Meta will place behind a paywall. The company acquired the AI agent last month, and a shortcut to access it on Instagram is already in development, according to a leak spotted by TechCrunch.
The same leaker last week claimed that Instagram was testing a premium tier with perks such as the ability to view stories without being seen, create unlimited audience lists, and search among your story viewers.
We should have more clarity about the paywalled features and Meta’s subscription pricing in the coming months. Last year, the company introduced a subscription tier to remove ads in the UK. Europe has had one since 2023.