Meta Expands Subscription Push With New AI-Focused Plans

Meta launched Meta One on Tuesday, a new subscription tier delivering expanded AI capabilities and premium perks across Facebook, Instagram, and WhatsApp. Subscribers gain access to a suite of AI tools for image and video creation, alongside in-app features like Instagram’s AI-driven Restyle editor.

These plans aim to monetize Meta’s Muse AI models, following the company’s $14.3 billion investment in Scale AI in 2025, which brought CEO Alexandr Wang on board to spearhead AI initiatives.

This move follows Meta’s March rollout of subscription tiers for its major social apps, allowing users to unlock extras like profile customization, super reactions, and story insights for a few dollars monthly.

Early data suggests these existing plans are already profitable. Market intelligence firm Appfigures reports that as of the week of September 9, Instagram’s daily global revenue averages $1.2 million, while Facebook’s reaches $528,000 daily. These figures mark increases of 475% and 143%, respectively, compared to the previous week.

Image Credits:Meta

Image Credits:Meta

Meta is now expanding its strategy with new subscription options targeting AI power users, businesses, and creators.

The first tier includes Core ($7.99/month) and Premium ($19.99/month) plans, both bundling the benefits of Facebook Plus, Instagram Plus, and WhatsApp Plus. The key differentiator is expanded AI usage, with Premium offering greater limits than Core.

Subscribers can utilize Muse Image and Muse Video for generating media, edit Instagram Stories using the AI-powered Restyle feature, and access voice effects and creative tools more frequently.

Image Credits:Meta

For businesses and creators, Meta offers Essential (from $14.99/month), Advanced (from $49.99/month), Expert (from $149/month), and Max (from $499/month) plans. Meta notes that pricing, benefits, and availability may vary by region, app, and account.

The Essential plan provides tools to manage brand presence, expanded access to the Meta Business Agent for customer responses, a verified badge and channel on WhatsApp Business, and impersonation detection.

Advanced features include scheduling stories up to 30 days ahead, adding links to organic posts and reels, exporting analytics, deeper audience insights, team member access, more linked devices, additional business broadcast credits, and higher Meta Business Agent response limits.

Image Credits:Meta

Both Essential and Advanced plans introduce enhanced profiles displaying websites, locations, and reviews. They also feature a prominent “follow” button on reels and automatic follow invitations for users who engage with content.

Image Credits:Meta

Meta plans to add more features and agent skills for end-to-end marketing, business operations, content creation, and optimization. Additionally, Edits Plus will soon be integrated into Meta One, offering increased cloud storage for cross-device syncing and expanded usage of the Edits AI assistant.

The Expert and Max plans provide the highest levels of feature access and Meta Business Agent capacity.

Image Credits:Meta

Despite the complexity of multiple tiers, these new plans could significantly boost Meta’s revenue and help recover AI investments.

According to Appfigures, U.S. users contributed 32% of Instagram’s and 39% of Facebook’s revenue after the plans gained traction on September 9, exceeding historical U.S. baselines by roughly 10%. Analysts project further growth: BNP Paribas forecasts $13.5 billion in additional revenue by 2028, while Truist estimates $20 billion by 2030.