Meta One: AI Subscriptions and Professional Offers Boost Revenue

Meta launches Meta One and an AI-oriented subscription grid on Facebook, Instagram, and WhatsApp. Data from Appfigures indicates a significant boost in revenue from paid plans, while new tiers target the general public, creators, and businesses. However, the usage limits of AI remain unclear, and external projections estimate billions in additional revenue by 2028-2030.

Growing Revenues and Numerical Projections

Global daily revenues for Instagram average $1.2 million starting the week of September 9, while Facebook's revenues reach $528,000, according to Appfigures. Compared to the previous week, this represents a 475% increase for Instagram and a 143% increase for Facebook. As of September 9, the share of American users in Instagram's revenues stands at 32% and 39% for Facebook, which is about 10% higher than the historical average for each app in the United States, according to the same firm. BNP Paribas anticipates that subscription growth at Meta could translate into an additional $13.5 billion in revenue by 2028, while Truist estimates this figure at $20 billion by 2030. The introduction of these new plans could contribute to revenue growth and the recovery of investments in AI.

General Public: Core and Premium Focus on AI Usage

Meta One combines premium options and AI tools on Facebook, Instagram, and WhatsApp. Two plans are offered to the general public: Core at $7.99 per month and Premium at $19.99 per month, both including the benefits of Facebook Plus, Instagram Plus, and WhatsApp Plus. The main selling point is expanded access to AI, with more extensive usage for Premium than for Core. Meta has not disclosed usage caps, which may vary by country, surface area, and system conditions. Subscribers can use Muse Image and Muse Video to generate images and videos, edit Instagram stories with Restyle, and access voice effects and creative tools more frequently.

Businesses and Creators: Four Tiers and an Enhanced Business Agent

Meta offers several plans for professionals: the Essential plan starts at $14.99 per month, Advanced begins at $49.99, Expert starts at $149, and Max from $499. According to the company, benefits, pricing, and availability may differ based on geographic area, application, and account type. Essential provides tools for managing online presence, expanded access to the Business Agent for customer interaction, a verified badge, a WhatsApp Business channel, and a spoof detection feature. Advanced additionally includes the ability to schedule stories up to 30 days in advance, add links in organic posts and reels, exportable analytics, more detailed audience data, multi-user management, a greater number of connected devices, more broadcasting credits, and an increased number of responses from the Business Agent. Essential and Advanced also offer an enriched profile displaying website, locations, and reviews, a prominently featured Follow button on reels, and automatic follow invitations. The Expert and Max tiers provide the highest access and capabilities of the Business Agent.

Roadmap and Context: Muse, Edits, and Previous Subscriptions

The new tiers include offers for advanced AI users and businesses, aiming to monetize the Muse models. Meta invested $14.3 billion in Scale AI in 2025, after which the startup's CEO, Alexandr Wang, took the lead on AI efforts. In March, Meta launched subscriptions on its main social apps, providing access to profile customizations, super reactions, and insights on stories, with Instagram Plus at $3.99, Facebook Plus at $3.99, and WhatsApp Plus at $2.99. Meta plans to add features and agent capabilities covering end-to-end marketing, operations, content creation, and optimization. The company will also soon introduce Edits Plus in Meta One for the Edits app, with more cloud storage for device synchronization and increased use of the Edits AI assistant.