Meta is giving creators more tools to grow, but only if they pay

Meta is giving creators more ways to grow their audiences and manage their businesses across its platforms. But some of its newest tools will only be available to those willing to put up the cash.

The company has launched Meta One, bringing its existing paid subscriptions across Instagram, Facebook and WhatsApp under one roof, while introducing new plans specifically for creators and businesses.

Higher tiers unlock features including links in organic posts and Reels, deeper audience insights, exportable analytics and more advanced scheduling.

It marks an expansion of Meta’s subscription push. Until now, its Plus subscriptions largely offered additional features within individual apps. Meta One extends that model to more of the tools creators and businesses can use to build and manage their presence.

Meta has some evidence that people are willing to pay. Its paid products have attracted 15 million subscriptions and trials to date, while the company says Instagram Plus, Facebook Plus and WhatsApp Plus are seeing “strong retention.”

The new creator and business offering comes in four tiers.

The cheapest, Essential, costs $14.99 a month and includes an enhanced profile, verification and impersonation protection, alongside a more prominent follow button on Reels and automatic invitations encouraging people who engage with an account’s content to follow it.

The $49.99 Advanced plan adds links in organic posts and Reels, deeper audience insights, exportable analytics and the ability to schedule Stories up to 30 days in advance. Subscribers can also give team members access to an account without sharing its password.

Expert and Max, starting at $149 and $499 a month respectively, offer greater access to Meta One’s features and its Business Agent.

Meta says its apps will remain free to use, but it plans to keep adding more marketing, business and content creation tools to Meta One over time.

That will include Edits Plus, which will offer cloud storage and greater access to an upcoming assistant that can analyse Instagram insights and help creators come up with content ideas.

Meta One is rolling out globally, although what users can access and how much they pay will differ by market.