New market data shows Meta’s push into paid subscriptions across Instagram and Facebook is starting to generate measurable revenue. Instagram’s daily in-app purchase income has climbed 475 percent since the company introduced its Meta One subscription bundle in mid-September.
The figures, compiled by market intelligence firms Appfigures and Apptopia, mark an early signal that Meta’s years-long effort to diversify beyond advertising is gaining traction.
What the new numbers show
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 , increases of 475% and 143%, respectively, from the week prior .
Separately, mobile data firm Apptopia measured in-app purchase (IAP) revenue over a longer window. Daily average IAP revenue on Instagram rose 475% to $1.2 million compared to $209,000 in the prior eight weeks, while on Facebook, average daily IAP revenue rose 143% to $528,000 , Apptopia found.
These figures imply incremental daily IAP revenue of approximately $991,000 for Instagram and $311,000 for Facebook, or around $1.3 million combined.
Extending this over 365 days would imply a $475 million IAP uplift, a very small figure versus Meta’s revenue base , though the rollout is in the early innings, meaning that a further uplift from here is fully possible.
How Meta One is structured
Meta introduced Meta One on September 15 as a unified subscription brand spanning Facebook, Instagram, WhatsApp and Meta AI, according to TechCrunch’s coverage of the launch.
The lineup starts with single-app plans. Instagram Plus ($3.99/mo), Facebook Plus ($3.99/mo), and WhatsApp Plus ($2.99/mo) , unlocking cosmetic and organizational features like custom fonts and story alerts.
Above those sit bundled personal plans: Core and $19.99/month Premium plans, both of which include the Facebook Plus, Instagram Plus, and WhatsApp Plus features . These combine the single-app perks with expanded access to Meta’s generative AI tools.
That includes tools for creating and editing images and generating videos, as well as in-app tools like the AI-powered Restyle editing tool on Instagram.
A separate tier structure targets creators and businesses, starting at Essential at $14.99 a month and scaling up through Advanced, Expert and Max, which start at Essential 14.99 dollars, Advanced 49.99, Expert 149, and Max 499 per month .
Meta launched Meta One with more than 50 features and said it has reached 15 million subscriptions and trials to date.
A small slice of a very large business
Even with the recent spike, subscriptions remain a minor contributor to Meta’s overall business.
Total revenue for 2025 was $200.97 billion , and most of that still comes from advertising across its app family.
Wall Street has nonetheless started to model the category’s growth. 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.
Appfigures also found a geographic skew in where the new spending is coming from.
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.
That suggests American users are subscribing at a disproportionately higher rate than Meta’s global audience as a whole.
Why it matters for the industry
Meta’s experiment echoes a broader shift already playing out across the social media landscape, where companies are layering optional paid tiers onto free platforms rather than relying solely on advertising.
The approach follows Snapchat’s subscription product, Snapchat+, which has built a sizable recurring revenue base of its own.
For consumer electronics and app makers more broadly, the early Meta One data offers a test case for whether users already accustomed to free social apps will pay for incremental AI features, much as device makers have wrestled with how consumers value features bundled into premium hardware, from foundational software components to standalone accessories like add-on hardware peripherals.
Meta has not disclosed subscriber counts by plan, and the company declined to disclose exact limits, stating that availability may vary depending on country, product surface, and system conditions .
