Meta has rolled out paid subscription plans for Facebook, Instagram and WhatsApp, marking a significant shift for platforms that have largely remained free for users.

The company recently introduced optional premium tiers offering additional features such as enhanced customization, content management tools and expanded AI capabilities. Basic subscriptions for Facebook, Instagram and WhatsApp are priced at Rs 99 per month in India, while higher-tier plans aimed at advanced users and AI enthusiasts are also being tested.

The move comes as Meta sharply increases spending on artificial intelligence infrastructure. The company has projected capital expenditure of between $125 billion and $145 billion for AI-related investments, including data centres, computing infrastructure and advanced AI development.

Industry analysts say Meta’s growing focus on subscriptions reflects an effort to diversify revenue sources beyond advertising, which currently accounts for the overwhelming majority of the company’s income. Estimates from market research firms suggest subscriptions could generate billions of dollars in additional annual revenue over the coming years, although the long-term demand for paid features remains uncertain.

Meta is also expanding its AI footprint in India through partnerships and infrastructure projects as competition intensifies in the global AI race.

Despite the new offerings, it remains unclear whether premium features such as additional customization options, expanded chat tools and AI enhancements will attract large numbers of users beyond content creators and power users.