Meta CEO Mark Zuckerberg on March 07, 2026 in Las Vegas, Nevada. Chris Unger/Zuffa LLCPicture this: You’re the head of a publicly traded Big Tech company. You’ve committed to spending 12 digits’ worth on AI this year. Investors wanna know that you’re not gonna tank earnings while waiting for all that spending to pay off. You need to show revenue growth. You’re already grinding on advertising dollars. You just cut costs by laying off 10,000 employees.
Time for subscriptions, yeah?
That’s the (apparent) thinking for Meta CEO Mark Zuckerberg, whose company this week has begun rolling out subscription plans for Facebook, Instagram, WhatsApp, and—in a test—Meta AI chatbot users.
So-called Facebook Plus and Instagram Plus subscriptions will be $4 per month. WhatsApp Plus will be $3. Meanwhile Meta AI will cost $8 to $20 a month depending on usage. It will all roll up under the name “Meta One” in a nod to Google, Bono, or both.
The Silicon Valley company promises enhanced features for users and businesses to justify the consumer expense, but details—for now—are sparse. (
Per TechCrunch: “Profile customization, super reactions, and story insights” for the social platforms and “personalization” for the messaging ones. Mmmk.)
We’ll soon find out more. At any rate, it’s a daring but necessary move for Meta, which generated a staggering $196 billion in ad sales in fiscal 2025 but a paltry $2.6 billion in other revenue.
—AN