Meta One system forces AI subscriptions, monetising Muse models and business agents through Instagram and WhatsApp

Meta launched a new subscription bundle called “Meta One” to integrate AI capabilities and advanced features across Facebook, Instagram and WhatsApp. The move aims to accelerate the monetisation of the AI models belonging to the “Muse” family, and follows a massive investment deal the company executed in 2025 worth $14.3 billion in Scale AI, the deal that brought its chief executive Alexander Wang to lead the giant’s AI efforts. The new system builds on the initial subscriptions the company introduced last March, which included Instagram Plus and Facebook Plus at $3.99 per month and WhatsApp Plus at $2.99 per month, tiers that have begun generating accelerating revenues for the platform.

Market data provider AppFigures showed that global daily revenue for Instagram reached $1.2 million during the week ending September 9, while Facebook’s daily revenue was $528 thousand.These levels represent jumps of 475 percent and 143 percent respectively compared with the previous week, and users in the United States alone accounted for 32 percent of Instagram revenue and 39 percent of Facebook revenue after the plans were activated. These indicators push Meta toward expanding its offerings with two tiers for individuals and four tiers for businesses and commercial content creators.

Individual subscriptions are split into a Core package at $7.99 per month and a Premium package at $19.99 per month, both offering the benefits of the previous Plus plans together with higher AI usage limits. The two packages enable image and video generation via the Muse Image and Muse Video models, the use of the ReStyle feature to edit Instagram Stories, as well as audio effects and digital creation tools. Meta refrained from disclosing the precise usage limits, noting that they vary by country and operating system, and also announced its intention to launch an Edits Plus plan for the content-editing app to provide cloud storage capacity and additional smart-assistant usage.

For businesses and content creators, Meta defined four ascending packages: Essential starting at $14.99 per month, Advanced starting at $49.99, Expert at $149, and Max at $499 per month. The Essential package includes expanded access to Meta’s smart Business Agent for customer replies, a verification badge and an official channel on the WhatsApp Business app, and monitoring of impersonation attempts.The Advanced package adds the ability to schedule stories up to 30 days in advance, activate interactive links within Reels and regular posts, and provide exportable analytics with access permissions for teams.Subscribers at both levels also receive enhanced profiles that highlight store locations and customer reviews, prominent follow buttons, with plans to add an agent skill for campaign management and operational tasks in the future.

For marketing managers and entrepreneurs in the Gulf, Egypt and the Levant, this shift forces a reassessment of direct-sales and customer-service channel budgets. Regional stores in the Middle East rely centrally on Instagram and WhatsApp as core platforms for conducting commercial conversations and receiving orders, and turning features such as short-video links and reliable automation via AI agents into paid monthly subscriptions raises customer-acquisition costs compared with the previous free-access model. Companies and communications teams must compare the cost of investing in Meta’s official packages with relying on external providers for customer-relationship management and independent software automation.

The move reflects the major digital platforms’ effort to offset the massive infrastructure costs incurred by computing and generative-model investments. Estimates from BNP Paribas indicate that subscription services will add $13.5 billion in revenue to Meta by 2028, while Truist projects revenues from these plans to reach $20 billion by 2030, establishing a new phase that shifts income sources from pure advertising to AI-consumption fees across apps.