The new plans, called Instagram Plus, Facebook Plus and WhatsApp Plus, are launching globally and will give users access to extra features for monthly fees ranging from $2.99 to $3.99.

Instagram Plus and Facebook Plus will each cost $3.99 per month, while WhatsApp Plus will cost $2.99 monthly.

Meta said the subscriptions are aimed at users who want more tools for customisation, audience engagement and account management across its apps.

Instagram Plus includes features such as Story rewatch counts, unlimited audience lists, extended Story visibility beyond 24 hours, anonymous Story previews and weekly Story spotlight boosts.

Subscribers will also get profile customisation tools including custom fonts, app icons, extra profile pins and animated “Super Heart” reactions.

Facebook Plus offers many of the same features, with a focus on profile expression and audience engagement.

WhatsApp Plus is centred on messaging and personalisation. Subscribers will have access to custom ringtones, app themes, premium stickers, more pinned chats and list customisation tools.

The new Plus plans will not replace Meta Verified, its existing paid verification service focused on identity verification, impersonation protection and customer support.

At the same time, the company is testing another subscription programme under a new brand called “Meta One”, covering creators, businesses and Meta AI users.

For Meta AI, the company will begin testing two plans next month. Meta One Plus will cost $7.99 per month, while Meta One Premium will cost $19.99 monthly.

According to Meta, the Premium tier will allow access to more advanced processing for complex requests, alongside expanded image and video generation features across its apps.

The AI subscriptions will first launch in Singapore, Guatemala and Bolivia.

Meta is also preparing professional subscription plans for creators and businesses in markets including Saudi Arabia, Morocco, Thailand and Bangladesh.

The Meta One Essential plan, priced at $14.99 per month, includes a verified badge, impersonation protection and an upgraded links page for directing users to websites and social profiles.

The more expensive Meta One Advanced plan will cost $49.99 monthly and adds tools designed to improve visibility and audience growth across Facebook and Instagram.

Subscribers on the Advanced tier will be able to appear higher in search results, receive stronger promotion in feeds and use a bold “Follow” button on Reels. The plan also includes advanced analytics, scheduling tools, account-sharing features for moderators and alerts when other users repost their content.

Meta said the long-term goal is to bring all subscription products together under the Meta One brand.

The company has looked for new sources of revenue as growth across Facebook, Instagram and WhatsApp slows in several markets. Subscription services also arrive as Meta continues spending heavily on artificial intelligence infrastructure.

Investors reacted positively to the announcement, with Meta shares growing nearly 3% on Wall Street following the rollout.

Meta now joins companies including Snapchat and X in offering paid subscription tiers, though its strategy combines consumer features, creator tools and AI services within one broader subscription system.

The company confirmed the test on Monday, introducing the subscription plan called Meta’s Instagram Plus.

It is currently being tried in a small number of countries, although the company has not released a full list.

With this subscription, users can watch Stories without appearing on the viewer list. They can also see how many times their own Stories have been rewatched.

This enhances privacy for users, allowing people to create multiple audience lists for Stories.

Instead of relying on the usual “Close Friends” option, users can group followers and decide who sees each post. That adds more flexibility, particularly for users who share different content with different circles.

Subscribers can keep a Story live for 48 hours instead of the usual 24 and also highlight one Story each week, pushing it to the front so more followers see it.

On top of that, the subscription introduces animated “Superlikes” and a search tool that lets users quickly check if a specific person viewed a Story.

Pricing depends on the country. In Mexico, it costs MX$39 per month. In Japan, the price is ¥319, while users in the Philippines pay PHP 65 monthly. That places it roughly between $1 and $2, making it cheaper than similar offerings from other brands.

The test puts Instagram in closer competition with Snapchat, whose Snapchat+ service has grown to more than 25 million subscribers. It also overlaps slightly with paid features on X, although those focus more on verification and account perks.

Meta says this new plan is separate from Meta Verified, which targets creators and businesses. Instagram Plus is aimed at everyday users who want better management over how they post and interact, not minding a subscription.

Still, not everyone is convinced. Some users have questioned the need to pay for features they believe should be free. Others point to the growing number of digital subscriptions they already manage.

Advertising still brings in most of Meta’s income, but the company is testing new ways to earn directly from users. Instagram Plus is one of those experiments.

The social networking platform is rolling out “Flows,” a feature that enables businesses to offer streamlined experiences directly within chats. This means users can perform tasks like selecting train seats, placing meal orders, or booking appointments without leaving their chat. 

Flows will provide businesses with the ability to offer rich menus and customizable forms to cater to different customer needs. This feature will be accessible to businesses worldwide through the WhatsApp Business Platform in the coming weeks.

Seamless In-Chat Payments

To simplify in-chat transactions, WhatsApp is introducing an enhanced payment system. Starting immediately, users in India can add items to their cart and make payments using their preferred method, including various supported UPI apps, debit and credit cards, and more. The platform has collaborated with partners Razorpay and PayU to streamline the payment process, making it as straightforward as sending a message.

Meta Verified Businesses on WhatsApp

WhatsApp is also introducing “Meta Verified” status for businesses, offering users greater confidence that they are engaging with legitimate entities. To attain Meta Verified status, businesses must demonstrate their authenticity to Meta and, in return, receive a verified badge. Additionally, they will benefit from enhanced account support and protection against impersonation. Premium features associated with Meta Verified include the ability to create a customized WhatsApp page that can be easily discovered via web searches and multi-device support for efficient customer responses. Testing for Meta Verified will commence soon with small businesses using the WhatsApp Business app, with plans to expand it to businesses on the WhatsApp Business Platform in the future.

Enhancing Business Offerings on WhatsApp

WhatsApp remains dedicated to improving customer service and business offerings, aiming to facilitate better connections, relationships, and productivity. These new features represent a significant step forward in achieving these objectives.

Users and businesses can look forward to these updates, which promise to make interactions more seamless and efficient, ultimately enhancing the chat experience for all parties involved.

This expansion was revealed by Mark Zuckerberg during Meta’s Conversations Conference in Mumbai.

The rollout of Meta Verified for businesses will commence with a testing phase, set to begin in the coming weeks for businesses on Instagram and Facebook, targeting select countries. Subsequently, Meta plans to extend this offering to businesses on WhatsApp in the near future.

The Meta Verified business subscription is designed to provide businesses with a range of features aimed at fostering authenticity and boosting their visibility. Key components of this subscription include:

1. Verified Badge: Businesses will receive a verified badge that authenticates their identity and legitimacy.
2. Impersonation Protection: Proactive monitoring for impersonation threats to safeguard a brand’s reputation.
3. Account Support: Access to support and assistance for troubleshooting account issues.
4. Enhanced Discoverability: Subscribers will enjoy increased visibility as a Meta Verified business. This includes appearing prominently in search results and being recommended as a verified business to follow in users’ feeds.
5. WhatsApp Premium Features: WhatsApp business subscribers will receive additional premium features. These include the ability to create a custom WhatsApp page that’s easily discoverable via web search and multi-device support for chat assignments, allowing multiple employees to respond to customers.

Businesses will have flexibility in choosing their subscription preferences. They can opt for a single-app subscription on Facebook, Instagram, or a bundled subscription covering both platforms. In the future, WhatsApp will also be included as an option.

The pricing for Meta Verified business subscriptions starts at $21.99 per month for a single Facebook page or Instagram account. Businesses looking to subscribe to both platforms can do so for $34.99 per month.

Meta has built Meta Verified for businesses with a strong emphasis on safeguards. Businesses must meet specific eligibility requirements, including minimum tenure, activity levels, and the activation of Two-Factor Authentication (2FA). Additionally, business information must be validated, and applicants must verify their connection to the business through methods like phone numbers, email, or domain verification. The platform will also proactively monitor for business impersonation.

This expansion of Meta Verified aligns with Meta’s goal of helping businesses establish their brands and connect with customers. As the program progresses, Meta will continue to refine its offerings, making it easier for users to discover and engage with verified businesses on its platforms.

Meta Verified business subscriptions will soon be available for purchase on Instagram and Facebook in select test countries. The expansion to WhatsApp will follow with testing for small businesses using the WhatsApp Business app.