Meta expands subscription push with new AI-focused plans
Meta expands subscription push with new AI-focused plans
Meta 扩大订阅服务版图，推出全新 AI 导向计划
Meta on Tuesday introduced a new subscription service called Meta One, offering expanded AI usage and other premium features across Facebook, Instagram, and WhatsApp. The new plans let users access a number of AI tools, like those for creating and editing images and generating videos, as well as in-app tools like the AI-powered Restyle editing tool on Instagram.
Meta 周二推出了一项名为 Meta One 的全新订阅服务，在 Facebook、Instagram 和 WhatsApp 上提供更广泛的 AI 使用权限及其他高级功能。新计划允许用户使用多种 AI 工具，例如图像创建与编辑、视频生成工具，以及 Instagram 上由 AI 驱动的 Restyle 编辑工具等应用内功能。
The plans are meant to help Meta monetize its Muse AI models, following the tech giant’s 2025 $14.3 billion investment in Scale AI, which brought the startup’s CEO, Alexandr Wang, to the company to lead its AI efforts. It also comes in the wake of Meta’s more recent addition of subscription tiers to its top social apps in March, which allow consumers to access extra features like profile customizations, super reactions, story insights, and more, for just a few dollars per month.
这些计划旨在帮助 Meta 将其 Muse AI 模型商业化。此前，这家科技巨头在 2025 年向 Scale AI 投资了 143 亿美元，并聘请了该初创公司的首席执行官 Alexandr Wang 加入公司领导其 AI 业务。此外，Meta 在今年 3 月为其顶级社交应用增加了订阅层级，用户每月只需支付几美元，即可获得个人资料自定义、超级反应（Super Reactions）、快拍洞察（Story Insights）等额外功能。
Those plans, which include Instagram Plus ($3.99/mo), Facebook Plus ($3.99/mo), and WhatsApp Plus ($2.99/mo), are already paying off for Meta, new data shows. Market intelligence provider Appfigures shows that Instagram’s daily worldwide revenue now averages $1.2 million as of the week of September 9, while Facebook’s daily revenue now reaches $528,000. These numbers represent increases of 475% and 143%, respectively, from the week prior, the firm said.
新数据显示，包括 Instagram Plus（每月 3.99 美元）、Facebook Plus（每月 3.99 美元）和 WhatsApp Plus（每月 2.99 美元）在内的这些计划已经开始为 Meta 带来回报。市场情报提供商 Appfigures 的数据显示，截至 9 月 9 日当周，Instagram 的全球日均收入达到 120 万美元，而 Facebook 的日均收入达到 52.8 万美元。该公司表示，这些数字较前一周分别增长了 475% 和 143%。
Meta is now broadening its ambitions with a new set of subscription plans, including those aimed at AI power users and others for businesses and creators. In the first set, there are the $7.99/month Core and $19.99/month Premium plans, both of which include the Facebook Plus, Instagram Plus, and WhatsApp Plus features. The primary selling point of these plans is expanded AI usage, with Premium offering more usage than Core, as its pricing indicates.
Meta 现正通过一套新的订阅计划扩大其雄心，其中包括针对 AI 高级用户以及企业和创作者的计划。第一套计划包括每月 7.99 美元的 Core 计划和每月 19.99 美元的 Premium 计划，两者均包含 Facebook Plus、Instagram Plus 和 WhatsApp Plus 的功能。这些计划的主要卖点是更广泛的 AI 使用权限，正如定价所示，Premium 提供的额度比 Core 更高。
Reached for comment, Meta declined to share the exact usage limits for the two plans, as they could vary by “country, surface and system conditions.” The plans let subscribers use tools like Muse Image and Muse Video to generate pictures and videos, edit Instagram Stories with the AI-powered Restyle feature, and use voice effects and creative tools more often.
在被问及评论时，Meta 拒绝透露这两项计划的具体使用限制，称其可能因“国家、平台和系统状况”而异。这些计划允许订阅者使用 Muse Image 和 Muse Video 等工具生成图片和视频，利用 AI 驱动的 Restyle 功能编辑 Instagram 快拍，并更频繁地使用语音特效和创意工具。
Meanwhile, businesses and creators can choose from several different plans: Essential ($14.99/month and up), Advanced (starting at $49.99/month), Expert (starting at $149/month), and Max (starting at $499/month). Meta noted that the plan benefits, pricing, and availability may vary by region, app, and account.
与此同时，企业和创作者可以选择多种不同的计划：Essential（每月 14.99 美元起）、Advanced（每月 49.99 美元起）、Expert（每月 149 美元起）和 Max（每月 499 美元起）。Meta 指出，计划的权益、定价和可用性可能会因地区、应用程序和账户而异。
Essential offers tools to manage the creator’s or business’s presence; expanded access to the Meta Business Agent to respond to customers; a verified badge and channel on the WhatsApp Business App; and impersonation detection. Advanced offers more features, like the ability to schedule stories up to 30 days in advance; support for links in organic posts and reels; exportable analytics; deeper audience insights; support for team member access to the account; more linked devices; more business broadcast credits; and more Meta Business Agent responses.
Essential 提供管理创作者或企业在线形象的工具；扩展了 Meta 商务代理（Business Agent）的访问权限以回复客户；在 WhatsApp Business App 上提供认证徽章和频道；以及冒充检测功能。Advanced 则提供更多功能，例如提前 30 天预约快拍；支持在自然帖子和 Reels 中添加链接；可导出的分析数据；更深入的受众洞察；支持团队成员访问账户；更多关联设备；更多商业广播额度；以及更多的 Meta 商务代理回复次数。
Both Essential and Advanced plans introduce new features, too, including an enhanced profile that showcases the creator’s or business’ website, locations, and reviews. They also get a bold Follow button on reels, and follow invitations that are automatically sent to people who engage with their content.
Essential 和 Advanced 计划还引入了新功能，包括增强版个人资料，可展示创作者或企业的网站、地点和评论。他们还在 Reels 上获得了醒目的“关注”按钮，并能向与其内容互动的人自动发送关注邀请。
Meta plans to later add more features and agent skills to help with things like end-to-end marketing, business operations, content creation, and optimization. It will also soon introduce Edits Plus to Meta One, a plan for its content-creation app Edits. This will provide more cloud storage for syncing projects across devices and additional usage of the Edits AI assistant. The Expert and Max plans offer the highest levels of feature access and Meta Business Agent capacity.
Meta 计划在未来增加更多功能和代理技能，以协助端到端营销、业务运营、内容创作和优化等工作。它还将很快在 Meta One 中引入 Edits Plus，这是针对其内容创作应用 Edits 的一项计划。这将提供更多的云存储空间以实现跨设备项目同步，并增加 Edits AI 助手的额度。Expert 和 Max 计划则提供最高级别的功能访问权限和 Meta 商务代理容量。
The addition of the new plans, though somewhat confusing, could serve to boost Meta’s top line and help recoup some of its AI investments. As Appfigures noted, U.S. users accounted for 32% of Instagram’s and 39% of Facebook’s revenue after the plans gained traction on September 9, which was roughly 10% above each app’s historical U.S. baseline. The plans also point to estimates suggesting further growth ahead. BNP Paribas forecasts Meta’s subscription push will add $13.5 billion in revenue by 2028, and Truist estimates the company could add $20 billion in revenue by 2030.
尽管这些新计划可能会让人感到有些困惑，但它们有助于提升 Meta 的营收，并帮助收回部分 AI 投资。正如 Appfigures 所指出的，在 9 月 9 日这些计划获得关注后，美国用户贡献了 Instagram 32% 和 Facebook 39% 的收入，这比每款应用在美国的历史基准线高出约 10%。这些计划也预示着未来将有进一步的增长。法国巴黎银行（BNP Paribas）预测，Meta 的订阅业务到 2028 年将增加 135 亿美元的收入，而 Truist 则估计到 2030 年，该公司可增加 200 亿美元的收入。