Meta on Tuesday introduced Meta One, a subscription service that expands access to its Muse AI tools and other premium features across Facebook, Instagram and WhatsApp. The new plans provide access to AI capabilities such as image creation and editing, video generation, and in‑app features like the AI‑powered Restyle editing tool on Instagram.
The offerings are part of Meta’s effort to monetize its Muse AI models after the company’s 2025 $14.3 billion investment in Scale AI, a deal that also brought Scale AI CEO Alexandr Wang into Meta to lead its AI initiatives.
Early revenue signals and prior Plus subscriptions
Earlier this year Meta added subscription tiers to its major social apps that provide extra features for a few dollars per month. Those Plus offerings — Instagram Plus ($3.99/month), Facebook Plus ($3.99/month) and WhatsApp Plus ($2.99/month) — are already producing revenue.
Market intelligence firm Appfigures reports that Instagram’s daily global revenue averaged $1.2 million in the week of September 9, while Facebook’s daily revenue reached $528,000. Appfigures said those figures represent increases of 475% and 143%, respectively, from the prior week.
Consumer plans: Core and Premium
Meta is broadening its subscription lineup with new consumer plans aimed at heavier AI users. The consumer options are Core ($7.99/month) and Premium ($19.99/month), both of which include Facebook Plus, Instagram Plus and WhatsApp Plus features.
The primary differentiator is expanded AI usage: Premium provides more usage than Core, as reflected in the pricing. Meta declined to disclose exact usage limits for the two tiers, saying those could vary by country, surface and system conditions.
Subscribers gain access to tools such as Muse Image and Muse Video for generating pictures and videos, the AI‑powered Restyle feature for Instagram Stories editing, and increased availability of voice effects and creative tools.
Business and creator tiers: Essential to Max
For businesses and creators, Meta offers multiple plans: Essential (starting at $14.99/month), Advanced (starting at $49.99/month), Expert (starting at $149/month) and Max (starting at $499/month). Meta said plan benefits, pricing and availability may differ by region, app and account.
- Essential includes tools for managing a creator’s or business’s presence; expanded access to the Meta Business Agent for responding to customers; a verified badge and channel on the WhatsApp Business App; and impersonation detection.
- Advanced adds features such as the ability to schedule stories up to 30 days in advance; support for links in organic posts and reels; exportable analytics; deeper audience insights; team member access to accounts; more linked devices; additional business broadcast credits; and more Meta Business Agent responses.
Both Essential and Advanced introduce an enhanced profile that highlights a creator’s or business’s website, locations and reviews. They also add a prominent Follow button on reels and automatic follow invitations for people who engage with content.
Meta plans to roll out additional features and agent skills later to support end‑to‑end marketing, business operations, content creation and optimization. It will also add Edits Plus to Meta One for its Edits content‑creation app, offering more cloud storage and additional usage of the Edits AI assistant to sync projects across devices.
The Expert and Max tiers provide the highest levels of feature access and Meta Business Agent capacity.
Why this matters
Although the many tiers can make the offering complex, the expanded subscriptions could bolster Meta’s top line and help recoup some of its AI investments. Appfigures noted that U.S. users accounted for 32% of Instagram’s and 39% of Facebook’s revenue after the plans gained traction on September 9, roughly 10 percentage points above each app’s historical U.S. baseline.
Analyst firms have projected significant upside from subscriptions: BNP Paribas forecasts Meta’s subscription push could add $13.5 billion in revenue by 2028, while Truist estimates the company could add $20 billion by 2030.
Overall, Meta One and the accompanying tiers represent the company’s effort to commercialize its AI capabilities, and early data indicate measurable effects on platform revenues.
