Meta plans to test new subscriptions across Instagram, Facebook, and WhatsApp that give users access to exclusive features, the company told TechCrunch. The tech giant said the subscriptions will unlock productivity and creativity tools, as well as expanded AI capabilities.

Reverse-engineer Alessandro Paluzzi, who identified unreleased features during development, notes that the Instagram subscription will let users create unlimited audience lists, see followers who don’t follow back, and view Stories without the poster knowing. The paid features for WhatsApp and Facebook remain unknown.

Source: @alex193a

AI capabilities represent a central component of Meta’s subscription strategy. The company plans to scale Manus, an AI agent it recently acquired for a reported $2 billion, as part of its subscription plans. Meta takes a two-fold approach: integrating Manus into Meta products while continuing to sell standalone subscriptions to businesses. Paluzzi shared a screenshot showing Meta working on adding a Manus AI shortcut to Instagram.

Source: @alex193a

Meta also plans to test subscriptions for AI features, including Vibes video generation. Vibes is Meta’s AI-powered short-form video experience in the Meta AI app, allowing people to create and remix AI-generated videos. Although Vibes has been free since its launch last year, Meta now plans to offer a freemium model, with paid subscriptions unlocking additional video-creation opportunities each month.

The new subscriptions will be separate from Meta Verified, which targets content creators and businesses with verified badges, direct support, and protection against impersonation. Meta says it will use lessons from Meta Verified to evolve its subscription business with offerings designed for everyday users, creators, and businesses. 

As TechCrunch notes, Snap has demonstrated demand for social media subscriptions, with Snapchat+ topping 16 million subscribers at $3.99 per month, more than doubling since early 2024.

Meta says it plans to gather community feedback as it rolls out subscriptions in the coming months.

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