Meta experiments with paid features across Instagram, Facebook, and WhatsApp

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Synopsis

Meta is reportedly testing paid features across Instagram, Facebook, and WhatsApp, signalling a strategic shift towards monetising user experiences beyond ads.

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Meta is exploring a new monetisation strategy by rolling out paid features across Instagram, Facebook, and WhatsApp, according to reports. While the features are still in early testing phases, this move represents a major step beyond Meta’s traditional ad-driven revenue model.

The company’s New Monetisation Experiences (NMX) team is believed to be spearheading the effort. Potential paid offerings could include advanced customisation tools, exclusive content, or enhanced user controls. The move aligns with CEO Mark Zuckerberg’s broader vision of building sustainable revenue streams that don’t rely solely on targeted advertising—especially as privacy regulations evolve and third-party tracking becomes less reliable.

The initiative follows similar approaches from platforms like X (formerly Twitter), Snapchat+, and Telegram, which have introduced premium plans or features. For Meta, the scale of its platforms means even small adoption rates could generate significant recurring income.

Industry analysts see this as a response to macroeconomic headwinds and Apple’s iOS privacy changes, which have affected Meta’s ad revenue. Introducing paid features could help offset that decline while opening new engagement and retention pathways.

Meta has not publicly confirmed a timeline or details for the broader rollout. The company has stated that these experiments are part of its ongoing efforts to “build features that people are willing to pay for and find valuable.”