Meta Platforms has begun rolling out subscription plans for its core platforms—Facebook, Instagram, and WhatsApp—and is testing new subscription models for its AI chatbot users. This initiative aims to supplement its advertising business as the costs associated with building out its AI infrastructure escalate. A monthly subscription for Facebook Plus will cost $3.99, while WhatsApp Plus is $2.99 per month, and Instagram Plus is $3.99 per month. These plans are part of a broader strategy to recoup some of the significant investments Meta is making in artificial intelligence, with capital expenditures reaching $31.1 billion in Q2 2026, an 82% year-over-year increase, and projected full-year 2026 capital expenditures between $130 billion and $145 billion.
Further expanding its subscription offerings, Meta launched Meta One, a new service providing expanded AI usage and premium features across its family of apps. This bundled subscription offers a core individual plan for $7.99 a month and a premium plan for $19.99 a month. For businesses and content creators, Meta One plans range from $14.99 per month to $499 per month for the highest-tier features. The company reported that its "Other Revenue" segment, which includes subscription revenue, grew 73% year-over-year, driven by approximately 15 million subscriptions and trials, indicating early traction for these new revenue streams.
Analysts are increasingly bullish on Meta's AI monetization prospects, particularly with the introduction of its AI agent, Muse. Launched on September 8th, Muse can assist with tasks like sending emails and booking travel, with a basic free version and subscriptions priced at $20 and $100 per month for heavier use. JPMorgan analysts believe Muse has the potential to become one of the most widely used consumer AI applications. More than 1 million businesses are already using Meta's AI-powered business agents weekly, and the company plans to move this tool behind paid subscription offerings. These new AI-driven revenue streams, including agentic ad tools, subscriptions, and a potential neocloud computing business, are expected to significantly boost Meta's earnings per share, with some analysts forecasting a potential increase of over $10 per share.
Despite the substantial investment in AI and its Reality Labs division, which lost $4.62 billion in Q2 2026, Meta's revenue increased 28% in the last quarter to $60.8 billion, with advertising revenue accounting for $59.36 billion. This highlights the company's reliance on advertising, making the diversification through subscriptions even more appealing. For Q3, analysts anticipate Meta will generate about $73.66 billion in revenue, up approximately 23.5% from a year ago, with full-year revenue projected at $254.1 billion, a 26.4% increase. The growth of the "Other Revenue" line, particularly from subscriptions, is being closely watched as a key indicator of Meta's success in offsetting AI expansion costs and improving its bottom line.
