Meta has unveiled a new subscription offering called Meta One, designed to give users expanded AI capabilities and other premium perks across Facebook, Instagram, and WhatsApp. Subscribers gain access to a variety of AI-powered tools, including features for generating and editing images, creating videos, and in-app utilities like Instagram's AI-driven Restyle editing feature.

These plans represent Meta's effort to generate revenue from its Muse AI models, following the company's $14.3 billion investment in Scale AI in 2025 — a deal that brought Scale AI CEO Alexandr Wang onboard to oversee Meta's AI initiatives. The launch also builds on Meta's March rollout of subscription tiers for its flagship social apps, which offered extras like profile customizations, super reactions, and story insights for just a few dollars monthly.

Those earlier plans — Instagram Plus at $3.99/month, Facebook Plus at $3.99/month, and WhatsApp Plus at $2.99/month — are already delivering results, according to fresh data. Market intelligence firm Appfigures reports that Instagram's daily global revenue averaged $1.2 million during the week of September 9, while Facebook's daily revenue hit $528,000. These figures reflect jumps of 475% and 143%, respectively, compared to the prior week.

Meta is now expanding its subscription strategy with new tiers, including options tailored for AI power users as well as businesses and creators. The first category includes a Core plan at $7.99/month and a Premium plan at $19.99/month, both of which bundle in the Facebook Plus, Instagram Plus, and WhatsApp Plus features. The main draw here is greater AI usage — Premium naturally offers more than Core, as reflected in the pricing. Subscribers can tap tools like Muse Image and Muse Video to produce pictures and videos, edit Instagram Stories using the AI-powered Restyle feature, and make more frequent use of voice effects and creative tools.

For businesses and creators, several tiers are available: Essential (starting at $14.99/month), Advanced (starting at $49.99/month), Expert (starting at $149/month), and Max (starting at $499/month). Meta noted that benefits, pricing, and availability may differ depending on region, app, and account. Essential provides tools for managing a creator or business's presence, expanded access to the Meta Business Agent for customer responses, a verified badge and channel on the WhatsApp Business App, and impersonation detection. Advanced adds more capabilities, such as scheduling stories up to 30 days ahead, support for links in organic posts and reels, exportable analytics, deeper audience insights, team member account access, additional linked devices, more business broadcast credits, and increased Meta Business Agent responses.

Both Essential and Advanced introduce new features as well, including an enhanced profile that highlights the creator or business's website, locations, and reviews. They also come with a prominent "follow" button on reels and automatic follow invitations sent to people who interact with their content.

Meta intends to add more features and agent capabilities down the line to assist with end-to-end marketing, business operations, content creation, and optimization. The company will also soon bring Edits Plus to Meta One, a plan for its content-creation app Edits, which will offer more cloud storage for syncing projects across devices and additional usage of the Edits AI assistant. The Expert and Max tiers deliver the highest levels of feature access and Meta Business Agent capacity.

While the array of new plans may seem somewhat bewildering given all the different tiers, they could help lift Meta's revenue and recover some of its AI investments. As Appfigures pointed out, U.S. users represented 32% of Instagram's and 39% of Facebook's revenue after the plans gained momentum on September 9 — roughly 10% above each app's historical U.S. baseline. The plans also align with estimates pointing to further growth ahead. BNP Paribas projects Meta's subscription push will contribute $13.5 billion in revenue by 2028, while Truist estimates the company could add $20 billion in revenue by 2030.