Meta Platforms Inc (NASDAQ:META) is expanding beyond its advertising roots by introducing paid subscriptions across Instagram, Facebook, WhatsApp, and Meta AI as the company looks to unlock new AI-driven revenue streams and deepen monetization of its massive global user base.

Meta Rolls Out Paid Tiers Across Its Core Apps

Meta is launching subscription offerings for Instagram, Facebook, and WhatsApp while also testing paid plans tied to Meta AI, CNBC reported Thursday.

Under the broader “Meta One” strategy, the company plans to charge roughly $4 per month for Instagram and Facebook subscriptions and about $3 for WhatsApp.

The company will continue offering its apps for free. Still, the subscription tiers target creators, businesses, power users, and AI-focused customers seeking premium features such as profile customization, story insights, audience analytics, and enhanced engagement tools like “super reactions.”

CNBC also highlighted comments from Meta executives, including CEO Mark Zuckerberg, pointing to AI agents and future AI monetization as major long-term growth drivers behind the subscription push.

Wedbush’s Dan Ives Sees New AI Revenue Opportunities

Wedbush Securities analyst Dan Ives told CNBC that Meta’s subscription rollout marks a significant step toward building revenue streams beyond advertising.

Ives said Meta’s roughly 3.5 billion-user ecosystem gives the company substantial monetization potential as it integrates more AI-driven services into its platforms.

He added that the launch signals growing confidence from management and addresses investor concerns about Meta’s rising capital expenditures.

Ives also argued the stock still does not fully reflect Meta’s long-term AI monetization opportunity and said the company now faces increasing pressure to convert heavy AI spending into measurable growth and execution over the next several quarters.

Fast Money Panel Says Meta Must Prove AI Spending Can Pay Off

CNBC’s “Fast Money” traders said that Meta’s subscription plans represent a broader effort to diversify revenue sources as AI investment ramps across Big Tech.

The panel argued the move gives Meta a clearer path to monetize its enormous user base while gradually embedding more AI functionality into its ecosystem.

The traders also said investors increasingly want evidence that Meta can transform rising AI-related capital expenditures into recurring revenue. They viewed the optional $3-to-$4 monthly subscriptions as an early step toward incremental growth and stronger long-term monetization.

At the same time, the panel warned that Meta remains under pressure to deliver tangible returns from its AI investments amid intensifying competition across the technology sector.

BNP Paribas Projects Billions In Incremental Subscription Revenue

BNP Paribas analyst Nick Jones reiterated an Outperform rating and a $955 price target on Meta, arguing that the company’s new subscription strategy could generate meaningful incremental revenue while reducing reliance on advertising.

Jones said Meta’s premium offerings for creators, businesses, and AI users reflect improving engagement trends and faster product development fueled by the company’s AI investments.

BNP Paribas estimates the subscription business could generate roughly $13.5 billion in additional revenue by 2028, representing about 220% upside to Meta’s “Other Revenue” segment and nearly 4% upside to total revenue, while also supporting strong margins.

He added that Meta’s growing mix of AI-focused subscription products reinforces the firm’s view that it has multiple monetization avenues to support its aggressive capital spending strategy.

META Price Action: Meta Platforms shares were down 0.77% at $630.34 at the time of publication on Thursday, according to Benzinga Pro data.

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