Meta launches Instagram, Facebook, and WhatsApp subscriptions, with more to come, including AI plans | TechCrunch
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Social
Meta launches Instagram, Facebook, and WhatsApp subscriptions, with more to come, including AI plans
Sarah Perez
11:00 AM PDT · May 27, 2026
Meta is doubling down on its subscription offerings. On Wednesday, the social networking giant announced it’s now rolling out its consumer subscription plans globally for its flagship apps, Instagram, Facebook, and WhatsApp, and beginning tests of new subscriptions for businesses, creators, and Meta AI users.
For a few dollars per month, consumers subscribing to Instagram Plus ($3.99/mo), Facebook Plus ($3.99/mo), or WhatsApp Plus ($2.99/mo) will gain access to extra features, like profile customization, super reactions, and story insights, among other things.
In an announcement, Meta’s head of product Naomi Gleit noted that "more fun features" will be added in the future.
Meanwhile, Meta will begin testing other offerings, including professional plans for creators and businesses, and AI-focused plans for all users. These new tests will be branded as "Meta One," which will serve as the company’s home for its subscription offerings going forward.
Plus plans don’t replace Meta Verified
ILLUSTRATION – 16 May 2024, Mecklenburg-Western Pomerania, Schwerin: ILLUSTRATION – The Instagram, Facebook and WhatsApp apps can be seen on the display of a smartphone. The internet programs belong to Meta, the umbrella brand of the Facebook Group. The European Commission opens proceedings against the Facebook and Instagram parent company Meta on suspicion of violations of the protection of minors. Photo: Jens Büttner/dpa (Photo by Jens Büttner/picture alliance via Getty Images)Image Credits: picture alliance / Contributor (opens in a new window) / Getty Images
Meta confirmed it was planning a subscription offering earlier this year, with its initial tests rolling out in the spring. The idea behind the plans aimed at consumers is to provide additional features for power users who want more from their social apps. It also allows Meta to diversify its revenue streams beyond advertising by extracting more value from its existing audience of billions, given the limited growth opportunities for these apps, which have already achieved global saturation.
The new "Plus" plans are tailored to each individual app, with Facebook Plus and Instagram Plus focused more on social expression, while WhatsApp Plus focuses on personalization and messaging.
However, the company tells us the new plans don’t replace its existing offering, Meta Verified, which is focused on verification, impersonation protection, and extra support. (This could change in time, but for now, Meta is not winding down the older plans.)
For starters, the new Instagram Plus plan gives subscribers access to extra features, like the ability to see how many people have rewatched your Story in aggregate, as well as the ability to create unlimited audience lists for Stories, beyond the "Close Friends" option. Users will also be able to spotlight a story once a week for additional views, extend a story beyond 24 hours, preview a story without showing up as a viewer, search their story viewer list to see who is watching, and more. Users will also be able to post straight to their profile and highlight without showing up on their followers’ feeds.
There are also other features like Super Heart animated reactions for Stories, custom app icons, customizable fonts for profile bios, and access to additional pins for your profile.
These features are designed to better serve creators and those looking to grow their following and understand their audience, but could also appeal to heavy users.
Facebook Plus offers a similar set of features to Instagram Plus. WhatsApp Plus, however, offers other features, like app themes, custom ringtones, additional pinned chats, list customization, premium stickers, and more.
Image Credits: picture alliance / Contributor (opens in a new window) / Getty Images
AI plans and more, including those for creators and businesses
Alongside the launch, Meta says it will...