Remember when social media was free? Well, the move towards premium is spreading further. Meta announced they’re testing premium subscriptions across Instagram, Facebook, and WhatsApp.

Interestingly, these new subscriptions will be separate from Meta Verified, and dedicated solely for “everyday users.”

After watching Snapchat+ rack up 16 million subscribers, Meta has decided that selling ads against our endless scrolling isn’t quite enough. The pitch is “Exclusive features” that promise more productivity, creativity, and expanded AI capabilities; the gradual shift where basic functionality slowly migrates behind a paywall while everyone pretends this is “adding value.”

On Instagram, you’ll get the ability to create unlimited audience lists, see who doesn’t follow you back, and view Stories anonymously. On WhatsApp, they’re offering premium stickers, app themes, the ability to pin more than three chats, and customizable app icons.

The real deal here is Manus, the AI agent Meta reportedly acquired for $2 billion. Meta is planning to scale it as part of these subscription plans. Meta’s also planning to put their Vibes video generation tool behind a freemium model. Now you’ll get some free video creation, but if you want more, you’ll need to subscribe.

In essence, social media was built on a promise of connection, of bringing people together regardless of economic status. Introducing paywalls, even optional features, creates new hierarchies based on users’ willingness to pay. Will Meta’s gamble work? Probably. Snapchat proved there’s a market, and Meta has far more resources to experiment, refine, and eventually find the price point that maximizes revenue without triggering mass exodus.

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