Meta has officially introduced paid subscription plans for Instagram, Facebook and WhatsApp, marking a broader push to bring premium features to its biggest social media platforms.
The new “Plus” plans were announced on Wednesday, with Meta offering users the option to pay a monthly fee for additional tools, customisation features and enhanced app experiences. The rollout was confirmed by Meta’s Head of Product Naomi Gleit in a post on Instagram.
Instagram users signing up for the Plus plan will get access to several features focused on Stories and profile customisation. The subscription includes Story rewatch insights, allowing users to see how many times their Stories were viewed again. It also adds unlimited audience lists, extended Story visibility beyond 24 hours and the option to preview Stories without appearing in the viewer list.
Meta is also adding weekly spotlight boosts, animated reactions, custom app icons, personalised bio fonts and more profile pin options for subscribers.
Facebook Plus brings a similar set of tools, with the focus placed on personalisation and social engagement.
Subscribers will get access to premium profile features, additional analytics and audience-focused tools aimed at improving reach and engagement. The offering mirrors several Instagram Plus features while adapting them for Facebook’s platform.
WhatsApp’s paid tier takes a different route, with features centred around personalisation inside the messaging app.
Subscribers can access custom themes, premium sticker packs, personalised ringtones and additional pinned chats. The plan is designed to offer users more ways to customise the app experience.
Meta has priced Instagram Plus and Facebook Plus at $3.99 per month, while WhatsApp Plus will cost $2.99 per month. According to the company, the plans are now rolling out globally and will gradually become available across markets.
Meta’s latest subscription rollout comes as the company pushes deeper into AI and looks beyond ad revenue. It recently projected spending of $125–145 billion this year, largely on AI infrastructure and data centres. Meta says more paid offerings for businesses, creators and AI tools are on the way, with plans to eventually bring them under one umbrella called “Meta One.” The move also expands Meta’s subscription strategy globally after launching ad-free paid versions of Facebook and Instagram in Europe in 2023.
