Meta introduced a new subscription service, Meta One, offering expanded AI usage and premium features across Facebook, Instagram and WhatsApp, alongside a separate announcement allowing AI agents to set up and manage WhatsApp Business messaging. Together, the moves reflect Meta’s broader effort to monetize its Muse AI models following its 2025 investment in Scale AI, which brought CEO Alexandr Wang to lead the company’s AI efforts.
Meta One builds on subscription tiers introduced in March, which already show strong early results: market intelligence provider Appfigures reported Instagram’s daily worldwide revenue averaging $1.2 million and Facebook’s reaching $528,000 as of the week of September 9, representing increases of 475% and 143% respectively from the prior week. The new Core and Premium plans, priced at $7.99 and $19.99 monthly, expand access to AI tools including Muse Image, Muse Video and the Restyle editing feature. Separate tiers targeting businesses and creators, ranging from Essential to Max, offer expanded access to Meta’s Business Agent and additional analytics and marketing tools. Meta said further features would arrive over time, alongside a planned Edits Plus tier for its content-creation app.
Separately, Meta announced businesses can now use AI agents such as Claude, Cursor, Codex or ChatGPT to configure WhatsApp Business messaging through a new WhatsApp Business Tools MCP server, simplifying a process that previously required navigating multiple developer tools. The AI agent can create WhatsApp Business accounts, verify phone numbers, register API access, build and edit messaging templates, and monitor issues like failed verification or payment problems. Meta joins a growing list of companies, including PayPal, Stripe, GitHub, Google and Microsoft, offering MCP servers that let AI agents interact directly with their platforms.
Analysts at BNP Paribas and Truist forecast Meta’s subscription strategy could generate $13.5 billion and $20 billion in additional revenue by 2028 and 2030, respectively.
