Meta is reportedly preparing to introduce a subscription option for advanced AI features on Instagram as it looks to offset the growing costs of running its artificial intelligence models.
Instagram head Adam Mosseri shared the update during a recent Instagram Stories Q&A, where he responded to a question about daily usage limits on Meta's AI-powered image and video generation tools.
Mosseri said the company currently offers the AI features for free but imposes daily caps because the underlying models are expensive to operate. He said Meta is developing a subscription plan that will allow users to access higher usage limits.
"Basically, these AI models are very expensive to run, and so we try to just offer them for free, but we have a cap on how many times you can use them per day," Mosseri said. "Eventually, you're going to be able to subscribe to be able to get access to more. We're working on that right now."
The proposed subscription would expand Meta's growing portfolio of paid AI offerings. The company recently introduced Instagram Plus, although the service does not currently include additional AI capabilities. It has also placed limits on AI-powered effects built using its latest Muse image model, prompting users who reach their daily quota to subscribe for continued access.
Meta has also launched the Meta One subscription for users of its Meta AI glasses, offering unlimited access to the Conversation Focus feature. Users without the subscription are limited to three hours of use per month.
Mosseri said Meta intends to keep as many AI features free as possible but acknowledged that the infrastructure costs associated with running the models continue to rise.
"But at some point it costs, the servers they add up too much, and we have to actually either throttle people or ask them to pay," he said.
The move reflects Meta's broader strategy to monetise its AI services as the company continues to invest heavily in artificial intelligence development.