Meta adds more incentives for paying users

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Meta wants to sweeten the deal for Meta One subscribers, so it’s adding more options designed to help drive growth for creators and businesses.

As displayed in these screenshots, which were posted on Threads by social media researcher Jonah Manzano, Meta is alerting its paying users to a range of improved and updated incentives, including:

• A bigger follow button on Reels to help users with Facebook Professional Profiles build an audience
• Expanded access to its artificial intelligence-powered response tools within Messenger
• Enhanced profiles, making it easier to display other off-platform sites and profiles
• Profile listing improvements, including the option to add up to 3 location listings

Manzano said Meta One subscribers are also being told they can now set up auto-invites for people that interact with their posts. This is being promoted as a means to “grow followers automatically,” according to the company.

The option to auto-invite people that interact with posts has been available on both Facebook and LinkedIn for some time, which can provide an automated lever to help drive growth. Yet, there’s not a lot of data available to demonstrate the effectiveness of this.

The updates show that Meta is getting more serious about growing its subscription revenue by providing access to tools and business partnership options that could be valuable to creators and brands.

In May, Meta announced a suite of paid add-on packages for Facebook, Instagram and WhatsApp, and in July, the company announced that it would soon charge users for access to certain advanced AI features.

Meta hasn’t shared official data on the take-up of its subscription options. However, looking at Meta’s quarterly performance updates, the numbers indicate that about 35 million Facebook and IG users may have signed up to Meta Verified so far, generating about $2 billion in additional annual revenue.

In the broader scheme of Meta’s money-making machine, that’s not much. Meta brought in more than $200 billion in revenue in 2025, so subscriptions are only a tiny portion of its business.

But since the company has committed close to $1 trillion in spending on data centers and artificial intelligence projects, it all counts, and it all adds to the required money pool for owner Mark Zuckerberg’s long-term ambitions.