Meta launches Meta One plans with expanded AI usage
Meta has introduced Meta One, a subscription service that expands access to AI tools and premium features across Facebook, Instagram and WhatsApp. Consumer plans start with Core at $7.99 per month and Premium at $19.99 per month, with both including the features available through Facebook Plus, Instagram Plus and WhatsApp Plus.
The launch follows Meta's addition of lower-priced subscription tiers to its main social apps in March: Instagram Plus and Facebook Plus cost $3.99 per month, while WhatsApp Plus costs $2.99 per month. Those tiers include options such as profile customisation, super reactions and story insights.
AI capacity becomes the main Meta One differentiator
Meta One is positioned around greater usage of the company's AI features. Subscribers can use Muse Image and Muse Video to generate images and videos, edit Instagram Stories with the AI-powered Restyle tool, and access voice effects and other creative tools more often. Premium provides more AI usage than Core.
The service is part of Meta's effort to monetise its Muse AI models after its $14.3 billion investment in Scale AI in 2025. That deal also brought Scale AI chief executive Alexandr Wang to Meta to lead its AI work. The new offering builds on Meta's initial paid social app subscription plans while extending the subscription proposition from app-specific extras to AI use and business capabilities.
Creator and business tiers extend to $499 a month
Meta is also offering four plans for businesses and creators: Essential from $14.99 per month, Advanced from $49.99, Expert from $149 and Max from $499. The company said benefits, pricing and availability can vary by region, app and account.
Essential includes presence-management tools, expanded Meta Business Agent access for customer responses, a verified badge and channel in WhatsApp Business App, and impersonation detection. Advanced adds functions including story scheduling up to 30 days ahead, links in organic posts and reels, exportable analytics, deeper audience insights, team access, more linked devices, broadcast credits and more Business Agent responses.
Both tiers add an enhanced profile for a website, locations and reviews, a prominent follow button on reels, and automated follow invitations for people who engage with content. Meta plans to add agent skills for end-to-end marketing, operations, content creation and optimisation. It also plans Edits Plus for its Edits app, offering more cloud storage for cross-device project synchronisation and additional Edits AI assistant use.
Early app revenue data shows subscription traction
Appfigures reported that Instagram's average daily worldwide revenue reached $1.2 million in the week of September 9, a 475% increase from the preceding week. Facebook reached $528,000 per day, up 143%. After the plans gained traction, US users accounted for 32% of Instagram revenue and 39% of Facebook revenue, about 10% above each app's historical US baseline.
For businesses, the practical implication is to assess each tier against a defined need—such as customer response capacity, publishing workflow or analytics—because feature access and pricing vary and the higher plans introduce recurring costs.