Meta Is Testing Paid Subscriptions for Instagram, WhatsApp, and Facebook

It's possible the one thing that could universally break smartphone addiction is making social media pay-to-play. Right now, there is zero friction involved in opening Instagram or TikTok, and getting sucked into their algorithms. But add a paywall to those apps, and all of a sudden, I don't have any interest in logging on.

If that sounds like it'd work on you too, I have good news and bad news. The good news is that Meta will soon test a subscription model for Instagram, WhatsApp, and Facebook. The bad news is that these subscriptions won't be required to actually access the app, or the core features you already know. That will remain free, so we will remain hopelessly addicted.

What is Meta including in its "premium experience" subscription?

The details are light at the moment, especially concerning WhatsApp and Facebook. Meta told TechCrunch that the subscriptions will offer "exclusive features" on its apps, and will "unlock more productivity and creativity, along with expanded AI capabilities." That will include more controls over how you share and connect with other users. Again, pretty vague.

Perhaps part of this cloak-and-dagger approach is that Meta isn't really sure how it wants to roll out these subscriptions. The company explained to TechCrunch that it was testing a "variety of subscription features and bundles," and that each app's subscription will feel unique from the others.

While Meta isn't revealing much at this point, we might have a glimpse at what the company has in store for Instagram. Reverse engineer Alessandro Paluzzi posted on X that Instagram's paid subscription will include the option to create as many audience lists as you want, view a list of people you follow who don't follow you back, and—perhaps more enticing to some—look at another user's story without them knowing you saw it. Would you pay a monthly subscription to be able to lurk in other people's Instagram stories? (It's possible to do this already, by the way.)

There's another feature set that Meta plans to test subscriptions for that likely includes all three of these apps: AI features. Meta will experiment with subs for Vibes, the company's short-form AI video app built into Meta AI. The services has been free since it launched last fall, and will likely continue to be free, but Meta may charge for "additional video creation opportunities."

As much as I'm reluctant to say so, this really is Meta doing subscriptions right. I wouldn't pay for any of these features, but it's not like the company is taking away previously free features and locking them behind a subscription. If companies like Meta want to integrate a subscription model, they need to offer new features and abilities to justify the price. I might not think these anticipated features are worth it, but at least the current apps as they exist will remain free—even if charging for them would get me to stop using them for good.

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