Meta announced its new Meta One subscription service, which combines expanded access to artificial intelligence tools with paid features in Facebook, Instagram, and WhatsApp. The service includes tools for creating and editing images and videos, along with in-app features such as the AI-powered Restyle tool on Instagram.
The move is part of Meta’s effort to turn its investments in artificial intelligence into subscription revenue. The plans use tools from the Muse family, including Muse Image and Muse Video, and also enable more frequent use of sound effects and creative tools. The strategy is connected to the company’s $14.3 billion investment in Scale AI during 2025 and the appointment of the startup’s CEO, Alexandr Wang, to lead Meta’s artificial intelligence efforts, according to the source article.
Plans for individuals and use of Muse tools
Meta One plans aimed at individual users start with Core at $7.99 per month, while Premium costs about $19.99 per month. Both plans include the benefits of the previous Facebook Plus, Instagram Plus, and WhatsApp Plus subscriptions, but the main difference is the amount of access to artificial intelligence tools; Premium provides more usage than Core.
Meta has not specified the usage quotas precisely, explaining that they may vary depending on the country, the interface through which the service is used, and system conditions. The cited uses include creating images and videos, editing Instagram Stories through Restyle, and using additional audio and creative tools.
Options for businesses and content creators
Meta also introduced tiers tailored to businesses and content creators, starting with Essential at $14.99 per month, followed by Advanced starting at $49.99, Expert starting at $149, and Max starting at $499 per month. The company says that prices, features, and availability may vary depending on the region, app, and account.
Essential provides tools for managing a digital presence, expanded access to Meta Business Agent for responding to customers, a verification badge and verified account on the WhatsApp Business App, as well as impersonation monitoring. Advanced adds story scheduling for up to 30 days, link support in organic posts and Reels, exportable analytics, deeper audience insights, access for team members, and a larger number of connected devices, broadcast messages, and Meta Business Agent responses.
Essential and Advanced share new benefits, including an expanded profile displaying the website, geographic locations, and ratings; a prominent Follow button in Reels; and the automatic sending of follow invitations to people who interact with the content. Expert and Max provide the highest levels of access to Meta Business Agent features and capabilities.
Why does this launch matter?
The real shift here is not the addition of a single artificial intelligence tool, but connecting advanced AI usage to an all-inclusive subscription within Meta’s largest apps. This could help the company recover part of its spending on artificial intelligence, but it also places users before a multilayered subscription structure that may be difficult to understand, particularly with limits and prices varying by market.
Appfigures data indicates that Instagram’s average global daily revenue reached $1.2 million during the week of September 9, an increase of 475% from the previous week, while Facebook reached $528,000, an increase of 143%. Users in the United States also accounted for 32% of Instagram revenue and 39% of Facebook revenue after the previous plans became widespread, according to the source. The usage limits for artificial intelligence tools, the availability of plans in each market, and users’ ability to distinguish between the tiers remain unresolved points in the announcement.
Meta plans to add features and skills to its agents later to support marketing, operations, content creation, and content improvement. It will also soon introduce Edits Plus for the Edits content creation app, with more cloud storage and a higher usage rate for the Edits AI assistant.