Meta has introduced Meta One, a subscription bundle that expands AI usage and premium features across Facebook, Instagram, and WhatsApp. The new consumer plans give subscribers access to AI tools for creating and editing images, generating videos, and the AI-powered Restyle editing tool on Instagram. The company is positioning the plans as a way to monetize its Muse AI models, following Meta’s 2025 $14.3 billion investment in Scale AI, which brought Scale AI CEO Alexandr Wang into the company to lead its AI efforts. The launch comes after Meta introduced cheaper subscription tiers in March — Instagram Plus at $3.99/month, Facebook Plus at $3.99/month, and WhatsApp Plus at $2.99/month — which already show revenue traction, according to market-intelligence firm Appfigures. Instagram’s daily worldwide revenue averaged $1.2 million in the week of September 9, and Facebook’s averaged $528,000, up 475% and 143% respectively from the prior week.

Meta is now broadening that model with two AI-focused consumer plans. The $7.99/month Core and $19.99/month Premium plans both include the existing Facebook Plus, Instagram Plus, and WhatsApp Plus benefits, and their main selling point is expanded AI usage, with Premium offering more than Core. Meta declined to disclose exact usage limits because they could vary by country, surface, and system conditions. These plans enable tools like Muse Image and Muse Video for generating pictures and videos, use of the Restyle feature on Instagram Stories, and more frequent access to voice effects and creative tools.

For businesses and creators, Meta One includes several tiers: Essential at $14.99/month and up, Advanced from $49.99/month, Expert from $149/month, and Max from $499/month, with pricing and benefits varying by region, app, and account. Essential covers presence management, expanded access to the Meta Business Agent for customer responses, a verified badge and channel on WhatsApp Business, and impersonation detection. Advanced adds features such as scheduling stories up to 30 days in advance, links in organic posts and reels, exportable analytics, deeper audience insights, team-member access, more linked devices, more business broadcast credits, and more Business Agent responses. Both plans gain an enhanced profile that showcases a creator’s or business’s website, locations, and reviews, plus a bold Follow button on reels and automatic follow invitations sent to people who engage with content. Meta says it will later add features and agent skills aimed at end-to-end marketing, business operations, content creation, and optimization, and will soon bring Edits Plus into Meta One for its video-editing app Edits, with additional cloud storage and more use of the Edits AI assistant. Expert and Max offer the highest feature access and Meta Business Agent capacity.

The new tiers could boost Meta’s top line and help recoup AI investments, though the many options are somewhat confusing. Appfigures found U.S. users generated 32% of Instagram revenue and 39% of Facebook revenue after the plans gained traction on September 9, roughly 10% above each app’s historical U.S. baseline. Looking ahead, BNP Paribas forecasts Meta’s subscription push will add $13.5 billion in revenue by 2028, and Truist estimates an additional $20 billion by 2030.