Meta copies Snapchat with new 'Plus' subscription features for Instagram and Facebook

At a glance:

• Meta is rolling out subscription plans (Instagram Plus, Facebook Plus, WhatsApp Plus) with premium features for $3-4 per month
• The move mimics Snapchat's successful subscription model which has reached a $1 billion annualized revenue run rate
• Instagram Plus offers features like seeing who rewatched your story posts and pinning more posts to your profile

Meta's New Subscription Strategy

Meta, led by CEO Mark Zuckerberg, has announced new subscription plans for Instagram, Facebook, and WhatsApp. These "Plus" plans will allow users to pay $3-4 per month for additional features. Instagram Plus will cost $4 per month, offering features such as seeing who rewatched your story posts and pinning more posts to the top of your profile. Facebook Plus will also be $4 per month, focusing on Story post controls and insights. WhatsApp Plus will be $3 per month, offering more pinned chats, visual customizations, and premium stickers.

This strategic move by Meta is aimed at diversifying its revenue streams beyond traditional advertising. The company is following a trend that has proven successful for other social media platforms, particularly Snapchat. Meta spokesperson Maria Cubeta explained that these subscription features provide "deeper, more enhanced ways to use our apps and AI glasses," and represent just the beginning of Meta's larger "Meta One" umbrella of subscription offerings.

Echoes of Snapchat's Success

The timing and structure of Meta's new subscription plans closely mirror Snapchat's approach. Snapchat launched its Snapchat+ subscription at $4 per month in 2022, offering exclusive features and expanded options over time. In February, Snapchat announced this model had helped them achieve a "$1 billion annualized revenue run rate" with over 25 million current subscribers globally.

Meta has a history of adopting features popularized by Snapchat. After Instagram launched Stories in 2016, then-CEO Kevin Systrom acknowledged that "they deserve all the credit" for the format. In 2017, Snap introduced a "Maps" tool for tracking friends' locations, which Instagram replicated in a similar feature just last year. Even the "Plus" naming convention appears to be directly inspired by Snapchat's successful branding.

Feature Breakdown by Platform

At launch, Instagram Plus will have the most extensive list of premium features, including:

• Additional pins on your profile
• Unique bio fonts
• Creating siloed audiences for your Story posts
• "Super Heart" reaction buttons

Facebook Plus will focus primarily on Story post customization and insights, such as rewatch analytics. WhatsApp Plus will offer more pinned chats, visual customizations, and premium sticker options. These features are designed to enhance user experience while providing Meta with a new revenue stream beyond advertising.

Meta's Pattern of Innovation

Following trends has become Meta's modus operandi. The company famously renamed itself during the metaverse fad and has a track record of implementing features first popularized by competitors. This pattern extends beyond Snapchat to other platforms as well. For example, Instagram's recent "Instants" app with ephemeral, unfiltered snaps resembles BeReal more than Snapchat, though disappearing photo messages remain Snapchat's signature feature.

This strategy of rapid iteration and feature adoption has served Meta well in maintaining its position as a dominant force in social media. However, it also raises questions about originality and innovation in the platform's development roadmap.

Future of Meta's Subscription Plans

According to Meta, these subscription plans represent just the beginning of their "Meta One" umbrella of offerings. The company plans to introduce different, more expensive tiers catering specifically to businesses and creators, as well as users seeking enhanced access to Meta AI features. This expansion suggests Meta is committed to building a comprehensive subscription ecosystem across its family of apps.

As Meta continues to develop these subscription offerings, industry observers will likely watch closely for how this revenue stream develops and whether it can significantly impact the company's overall financial performance. Given the success of Snapchat's subscription model, Meta appears optimistic about replicating that success across its larger user base.