Meta launches Instagram, Facebook, and WhatsApp subscriptions, with more to come, including AI plans
Meta launches Instagram, Facebook, and WhatsApp subscriptions, with more to come, including AI plans
Meta 推出 Instagram、Facebook 和 WhatsApp 订阅服务，未来还将涵盖 AI 计划
Meta is doubling down on its subscription offerings. On Wednesday, the social networking giant announced it’s now rolling out its consumer subscription plans globally for its flagship apps, Instagram, Facebook, and WhatsApp, and beginning tests of new subscriptions for businesses, creators, and Meta AI users. Meta 正在加大其订阅服务的投入。周三，这家社交网络巨头宣布，其面向消费者的订阅计划现已在全球范围内向其旗舰应用 Instagram、Facebook 和 WhatsApp 推出，并开始针对企业、创作者和 Meta AI 用户测试新的订阅服务。
For a few dollars per month, consumers subscribing to Instagram Plus ($3.99/mo), Facebook Plus ($3.99/mo), or WhatsApp Plus ($2.99/mo) will gain access to extra features, like profile customization, super reactions, and story insights, among other things. In an announcement, Meta’s head of product, Naomi Gleit, noted that “more fun features” will be added in the future. 每月只需支付几美元，订阅 Instagram Plus（每月 3.99 美元）、Facebook Plus（每月 3.99 美元）或 WhatsApp Plus（每月 2.99 美元）的用户即可获得额外功能，例如个人资料自定义、超级反应（Super Reactions）和快拍洞察（Story Insights）等。Meta 产品负责人 Naomi Gleit 在公告中指出，未来还将添加“更多有趣的功能”。
Meanwhile, Meta will begin testing other offerings, including professional plans for creators and businesses, and AI-focused plans for all users. These new tests will be branded as “Meta One,” which will serve as the company’s home for its subscription offerings going forward. 与此同时，Meta 将开始测试其他产品，包括面向创作者和企业的专业计划，以及面向所有用户的 AI 专项计划。这些新的测试项目将被统称为“Meta One”，它将成为该公司未来所有订阅服务的统一平台。
Meta confirmed it was planning a subscription offering earlier this year, with its initial tests rolling out in the spring. The idea behind the plans aimed at consumers is to provide additional features for power users who want more from their social apps. It also allows Meta to diversify its revenue streams beyond advertising by extracting more value from its existing audience of billions, given the limited growth opportunities for these apps, which have already achieved global saturation. Meta 今年早些时候确认了其订阅服务计划，并于春季进行了初步测试。这些面向消费者的计划旨在为那些希望从社交应用中获得更多体验的资深用户提供额外功能。这也使 Meta 能够通过从现有的数十亿用户群中挖掘更多价值，实现收入来源的多元化，从而摆脱对广告的过度依赖，因为这些应用在全球范围内已趋于饱和，增长空间有限。
The new “Plus” plans are tailored to each individual app, with Facebook Plus and Instagram Plus focused more on social expression, while WhatsApp Plus focuses on personalization and messaging. However, the company tells us the new plans don’t replace its existing offering, Meta Verified, which is focused on verification, impersonation protection, and extra support. (This could change in time, but for now, Meta is not winding down the older plans.) 新的“Plus”计划是针对每个应用量身定制的：Facebook Plus 和 Instagram Plus 更侧重于社交表达，而 WhatsApp Plus 则侧重于个性化和消息传递。不过，该公司表示，这些新计划不会取代现有的 Meta Verified 服务，后者主要专注于身份验证、防冒充保护和额外支持。（这种情况未来可能会改变，但目前 Meta 尚未计划终止旧版服务。）
For starters, the new Instagram Plus plan gives subscribers access to extra features, like the ability to see how many people have rewatched your Story in aggregate, as well as the ability to create unlimited audience lists for Stories, beyond the “Close Friends” option. Users will also be able to spotlight a story once a week for additional views, extend a story beyond 24 hours, preview a story without showing up as a viewer, search their story viewer list to see who is watching, and more. 首先，新的 Instagram Plus 计划为订阅者提供了额外功能，例如查看有多少人重复观看了你的快拍（Story），以及除了“密友”选项外，还可以为快拍创建无限的受众列表。用户还可以每周将一条快拍置顶以获得更多浏览量、将快拍有效期延长至 24 小时以上、在不显示为观看者的情况下预览快拍、搜索快拍观看者列表以查看谁在观看等。
Users will also be able to post straight to their profile and highlight without showing up on their followers’ feeds. There are also other features like Super Heart animated reactions for Stories, custom app icons, customizable fonts for profile bios, and access to additional pins for your profile. These features are designed to better serve creators and those looking to grow their following and understand their audience, but they could also appeal to heavy users. Facebook Plus offers a similar set of features to Instagram Plus. WhatsApp Plus, however, offers other features, like app themes, custom ringtones, additional pinned chats, list customization, premium stickers, and more. 用户还可以直接发布内容到个人资料和精选集，而不会出现在关注者的动态中。此外还有其他功能，如快拍的“超级心”动画反应、自定义应用图标、个人简介的可自定义字体，以及为个人资料添加更多置顶内容。这些功能旨在更好地服务创作者以及那些希望增加粉丝并了解受众的用户，同时也可能吸引重度用户。Facebook Plus 提供了与 Instagram Plus 类似的功能集。而 WhatsApp Plus 则提供其他功能，如应用主题、自定义铃声、更多的置顶聊天、列表自定义、高级贴纸等。
AI plans and more, including those for creators and businesses
AI 计划及更多内容，包括面向创作者和企业的服务
Alongside the launch, Meta says it will begin testing even more subscription plans, which is where things start to get confusing. For Meta AI users, it will test two plans — Meta One Plus ($7.99/mo) and Meta One Premium ($19.99/mo) with the same features, but the Premium plan unlocks more capacity on higher compute queries. That means the Premium plan would offer deeper reasoning for complex tasks (i.e., more of “thinking mode” in the Meta AI app or on the web). It would also offer more video and image-generation capabilities across Meta’s apps. 在发布的同时，Meta 表示将开始测试更多的订阅计划，这部分内容开始变得有些复杂。对于 Meta AI 用户，它将测试两种计划——Meta One Plus（每月 7.99 美元）和 Meta One Premium（每月 19.99 美元），两者功能相同，但 Premium 计划解锁了更高计算查询的容量。这意味着 Premium 计划将为复杂任务提供更深度的推理能力（即在 Meta AI 应用或网页版中提供更多的“思考模式”）。它还将提供跨 Meta 应用的更多视频和图像生成能力。
Meta AI will remain free for more casual users, but these plans follow the same path as those put forth by other AI model providers that charge for additional compute and heavier usage. The plans will later expand in the weeks to come with more benefits for those who use AI glasses, Meta says. The AI plans will start testing next month, initially in Singapore, Guatemala, and Bolivia. 对于普通用户，Meta AI 将保持免费，但这些计划遵循了其他 AI 模型提供商的路径，即对额外的计算资源和更高强度的使用收费。Meta 表示，这些计划将在未来几周内扩展，为使用 AI 眼镜的用户提供更多福利。AI 计划将于下个月开始测试，首批测试地区包括新加坡、危地马拉和玻利维亚。
Two other plans for creators and businesses will begin tests later this week, in markets including Saudi Arabia, Morocco, Thailand, and Bangladesh. The Meta One Essential plan ($14.99/mo) will offer the Verified badge, impersonation protection, and an enhanced linksheet where users can link out to their online presence across social channels and the web, similar to Meta Verified. 另外两项针对创作者和企业的计划将于本周晚些时候在沙特阿拉伯、摩洛哥、泰国和孟加拉国等市场开始测试。Meta One Essential 计划（每月 14.99 美元）将提供认证徽章、防冒充保护以及增强版的链接列表（linksheet），用户可以在其中链接到其在社交渠道和网络上的在线主页，类似于 Meta Verified。
The more expensive Meta One Advanced plan ($49.99/mo) will include the Essential plan benefits, as well as the ability to be featured in the Facebook feed, appear higher in Facebook and Instagram search results, gain attention with a bold “Follow” button on Reels, and automatically send “follow” invitations to people who engage with your content. It can also help creators and businesses drive people to their website or shop through links in Instagram posts and Instagram Reels, and through enhanced Facebook and Instagram profiles with their expanded linksheets. 价格更高的 Meta One Advanced 计划（每月 49.99 美元）将包含 Essential 计划的所有权益，以及在 Facebook 动态中获得推荐、在 Facebook 和 Instagram 搜索结果中排名更靠前、通过 Reels 上的醒目“关注”按钮吸引注意力，并自动向与你的内容互动的人发送“关注”邀请。它还可以通过 Instagram 帖子和 Reels 中的链接，以及通过带有扩展链接列表的增强版 Facebook 和 Instagram 个人资料，帮助创作者和企业将流量引导至其网站或商店。
These plans, not surprisingly, include better analytics, including deeper, competitive insights on Instagram and custom audience insights on Facebook. Advanced plan subscribers will have access to optimized scheduling tools, tools to share access with other account moderators (without sharing a password), and notifications that alert you when others on Facebook or Instagram reuse your content so you can request a label crediting your original reel. 不出所料，这些计划还包括更好的分析功能，包括 Instagram 上更深入的竞争洞察和 Facebook 上的自定义受众洞察。Advanced 计划的订阅者将可以使用优化的排程工具、与其他账户管理员共享访问权限的工具（无需共享密码），以及当 Facebook 或 Instagram 上的其他人重复使用你的内容时发出提醒的通知，以便你可以要求对方标注你的原始 Reels 来源。
Gleit acknowledged that Meta is still experimenting with these AI and professional plans for the time being, but aims to bring them all together under Meta One, where they will then continue to be updated and expanded over time. Gleit 承认，Meta 目前仍在对这些 AI 和专业计划进行试验，但目标是将它们全部整合到 Meta One 旗下，并在未来持续更新和扩展。