“Why is Meta asking me to upgrade to a Plus subscription? I was in a fix when WhatsApp on my desktop asked to upgrade to a Plus subscription to continue using the application. There was a little nudge on the screen to buy the WhatsApp Plus subscription, which is optional but built in.
Meta recently launched its premium options for its flagship apps globally. Currently in the testing phase, content creators, businesses and Meta AI users come under the umbrella. Standard Instagram Plus and Facebook Plus subscriptions cost Rs 99 per month while WhatsApp Plus costs Rs 99 per month. Currently, the most commonly used messaging app- WhatsApp is currently under 50% discount.
So why is Meta asking us to take subscriptions?
According to experts, this move comes against the backdrop of soaring costs as Meta edges towards AI and lays off a large portion of its human workforce to compete in the race. Meta has reportedly increased its 2026 capital expenditure forecast to an unprecedented $125 billion-$145 billion, primarily focusing on AI-compatible infrastructure, data centres, and higher component costs.
It is worth noting that the strategy goes global, which means India is not excluded. Meta in India announced its partnership with Reliance to build a data centre in Jamnagar, Gujarat. This comes as an extension of the partnership between multibillion-dollar companies to develop enterprise AI solutions for customers in India and overseas.
As per Meta’s data,97% of Meta’s revenue last year extended primarily from advertisements since its launch two decades ago. In contrast to Google, which is an has advertisement as its core generated majorly non-ad revenue since its inception a decade earlier than Meta.