On Tuesday, Meta announced the launch of its latest subscription service named Meta One. This service aims to provide users with enhanced access to artificial intelligence tools and premium features across its platforms, including Facebook, Instagram, and WhatsApp. Subscribers will benefit from various AI capabilities, such as tools for image creation and video generation, along with features like the AI-powered Restyle editing tool on Instagram.
The introduction of these plans is part of Meta’s strategy to monetize its Muse AI models, which follows a significant $14.3 billion investment in Scale AI back in 2025. This investment brought Alexandr Wang, the CEO of Scale AI, into the company to spearhead its AI initiatives.
Moreover, this rollout is a continuation of Meta’s earlier implementation of subscription tiers in March, which offered various additional features for a nominal monthly fee, including profile customizations and enhanced user interactions.
Recent data from market intelligence firm Appfigures indicates that the subscription initiative has already begun to yield results for Meta. Instagram’s daily revenue has surged to approximately $1.2 million, while Facebook’s revenue reached around $528,000 as of September 9, marking increases of 475% and 143%, respectively, compared to the previous week.
The new subscription options include plans targeting AI enthusiasts and specialized offerings for businesses and creators. The Core plan is priced at $7.99 per month, while the Premium plan costs $19.99 per month. Both plans incorporate features from the Facebook Plus, Instagram Plus, and WhatsApp Plus subscriptions, with Premium subscribers enjoying greater AI usage capabilities.
Meta has yet to disclose specific usage limits for these subscription plans, as they may differ based on “country, surface, and system conditions.”
With these plans, users can utilize various AI tools, including Muse Image and Muse Video for content generation, access the AI-powered Restyle feature for Instagram Stories, and engage with advanced voice effects and creative tools.
For businesses and creators, Meta offers various plans: Essential ($14.99/month), Advanced (starting at $49.99/month), Expert (starting at $149/month), and Max (starting at $499/month). Benefits, pricing, and availability of these plans may vary depending on the region and specific app usage.
The Essential plan aids in managing the online presence of creators and businesses, including expanded access to the Meta Business Agent for customer interactions, as well as features like a verified badge on the WhatsApp Business App.
The Advanced plan adds features such as the ability to schedule stories up to 30 days in advance, support for links in organic posts and reels, detailed audience insights, and more collaborative tools.
Both Essential and Advanced plans introduce innovative features such as enhanced profiles that highlight a creator’s or business’s website and reviews, as well as a prominent Follow button on reels with follow invitations automatically sent to users engaging with their content.
Meta has plans to expand its offerings by introducing more features and enhancing agent capabilities for tasks related to marketing, business operations, content creation, and optimization. Additionally, a new plan titled Edits Plus will soon be integrated into Meta One, which will provide users with more cloud storage for syncing projects across devices and greater access to the Edits AI assistant.
The Expert and Max plans will provide the most comprehensive access to features and capabilities of the Meta Business Agent.
The introduction of these varied subscription plans, while potentially perplexing due to the number of options available, is expected to enhance Meta’s financial performance and recover some of its investments in artificial intelligence.
Notably, Appfigures highlights that U.S. users represented 32% of Instagram’s and 39% of Facebook’s revenues following the successful implementation of the subscription plans, surpassing each app’s historical revenue baseline by approximately 10%. Forecasts from analysts suggest that Meta’s subscription initiative could generate an additional $13.5 billion in revenue by 2028, with other estimates indicating up to $20 billion by 2030.
