Meta launches Meta One subscriptions with AI usage as the headline perk

Meta introduced a new subscription service called Meta One on Tuesday, packaging expanded AI usage and other premium features across Facebook, Instagram and WhatsApp. It is the first time the company has turned AI usage limits into a headline membership benefit rather than a scattered set of feature tests.

For consumers there are two tiers: Core at $7.99 per month and Premium at $19.99 per month, both of which include the existing Facebook Plus, Instagram Plus and WhatsApp Plus benefits. The real differentiator is AI capacity. Subscribers can use Muse Image and Muse Video to generate pictures and videos, edit Instagram Stories with the AI-powered Restyle tool, and use voice effects and creative tools more often, with Premium offering more usage than Core.

Businesses and creators get a longer ladder: Essential starting at $14.99 per month, Advanced starting at $49.99, Expert starting at $149, and Max starting at $499. Meta noted that plan benefits, pricing and availability may vary by region, app and account.

Essential offers tools to manage a creator or business presence, expanded access to the Meta Business Agent for responding to customers, a verified badge and channel in the WhatsApp Business app, and impersonation detection. Advanced adds 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 the account, more linked devices and more business broadcast credits. Both introduce enhanced profiles that showcase a website, locations and reviews, a bold follow button on reels, and follow invitations sent automatically to people who engage with the content.

The push is tied to Meta's need to monetize AI. TechCrunch notes that Meta invested $14.3 billion in Scale AI in 2025, bringing its CEO Alexandr Wang in to lead the company's AI efforts. Meta already added subscription tiers to its top social apps in March, including Instagram Plus at $3.99 per month, Facebook Plus at $3.99 per month and WhatsApp Plus at $2.99 per month.

Early data suggests the approach is working. Market intelligence provider Appfigures found that Instagram's daily worldwide revenue averaged $1.2 million in the week of September 9, while Facebook's reached $528,000, increases of 475% and 143% respectively from the week prior. U.S. users accounted for 32% of Instagram's and 39% of Facebook's revenue, roughly 10% above each app's historical baseline.

Analysts project more ahead. BNP Paribas forecasts the subscription push will add $13.5 billion in revenue by 2028, and Truist estimates the company could add $20 billion by 2030. Meta says it plans to add more features and agent skills for end-to-end marketing, business operations, content creation and optimization, and will soon bring Edits Plus, a plan for its content-creation app Edits with more cloud storage for syncing projects across devices and additional Edits AI assistant usage, into Meta One.

The signal here is that Meta is converting AI from a free add-on into a tiered price list, which also makes its pricing structure notably crowded: two consumer tiers, four business tiers, plus the individual app Plus subscriptions. What to watch next is how Muse usage limits are drawn between tiers and whether subscription revenue can meaningfully offset the cost of running AI infrastructure.