Meta will begin testing paid subscriptions on Instagram, Facebook, and WhatsApp in “the coming months.” How much will it cost? Unknown — pricing has yet to be announced. But subscription tiers will reportedly offer upgraded AI tools with productivity and creativity features. This includes expanded Meta AI capabilities, integration of the company’s newly acquired Manus AI agent, and premium access to Meta’s Vibes AI video generator. Instagram will also test features that could give users access to unlimited audience lists, follower insight tools, and anonymous Story viewing.

Each of Meta’s family of apps will have its own subscription — separate from Meta Verified — while core app experiences remain free. But do Meta’s users want this? Ahead of today’s earnings call, where Meta could reveal more details, Forrester ran an overnight poll using its ConsumerVoices Market Research Online Community (MROC) to gauge interest in a possible premium subscription of Meta’s family of apps. We segmented respondents into 455 online adults across the US, UK, and Canada who use Facebook, Instagram, and/or WhatsApp at least weekly.

Meta Users Most Value Audience And Privacy Controls

We provided Meta family of app users with a list of eight potential premium subscription features and asked them to select up to three of the most valuable. While nearly half (47%) chose “none of these,” the remaining respondents gravitated toward privacy‑oriented features:

  • 27% | Audience & privacy controls
  • 18% | Priority access to new features/support
  • 19% | Viewing Stories anonymously
  • 19% | Expanded AI creation tools
  • 15% | Advanced Analytics/insights
  • 10% | AI agent workflow assistance
  • 9% | Seeing which followers don’t follow you back
  • 8% | Unlimited audience lists
*Note: This poll was administered to a random sample of 455 online adults in the US, UK, and Canada in Forrester’s qualitative ConsumerVoices online community in January 27-28, 2026. This data is not weighted to be representative of total country populations.

A Small Slice Of Premium Users Could Still Mean Meta-Money

About 15% of the Meta users Forrester polled indicated they’d likely subscribe to a premium model. We know survey intent doesn’t translate to actual behavior. But even if just 5% of Meta’s users ultimately paid a monthly subscription, it could amount to hundreds of millions of dollars in incremental revenue per month. Why? Among those who said they’d “definitely” or “probably” subscribe:

  • 39% would pay $3.99 or less per month.
  • 26% would pay $4–$7.99 per month.
  • The remaining group would pay even more per month.

These users want meaningful upgrades that actually improve their experience. That includes more powerful AI tools that help them create, work, or engage more effectively; better control over privacy, audiences, and customization; and features that unlock access beyond what the free version offers. Others value a more entertaining or more integrated experience across devices. And then there’s, of course, the early‑adopter crowd that simply wants to try new tech first. Ultimately, users will pay only if the premium tier delivers tangible utility outside the free version.

Free Is Just Fine For Meta’s Majority

Users who say they “definitely” or “probably” wouldn’t pay for a Meta subscription (70% of poll respondents) see no perceived value in premium features. They’ve used Meta’s apps for free for years, and the idea of paying for social media feels unnecessary at best and exploitative at worst. Cost‑of‑living pressures and subscription fatigue show up repeatedly in their responses.

Then there’s the trust gap: a meaningful share of users reject paying Meta on principle — whether due to privacy concerns, distaste for AI integration, or skepticism that Meta “deserves” more money. The bottom line? For the typical Meta user, the free version of Facebook, Instagram, or WhatsApp already gives them what they need — and nothing in a paid tier is compelling enough to change that.

Forrester clients: Let’s chat more about this via a Forrester guidance session.