Meta head of product Naomi Gleit announced the move in a video posted to Instagram, saying she was rolling out Facebook Plus, Instagram Plus and WhatsApp Plus globally, with more plans in the works for businesses, creators and artificial intelligence products.

The move comes as Meta faces investor scrutiny over its massive AI spending. The company has projected capital expenditure — mainly for AI data centers — of between US$125 billion and US$145 billion for the year.

Meta’s stock rose nearly three percent on the news.

Instagram Plus and Facebook Plus will unlock extra features including better analytics, story rewatch statistics, wider audience reach and profile customisation options.

WhatsApp Plus focuses on personalisation, including premium stickers, custom ringtones and app themes.

Gleit said the company intends to eventually consolidate its various offerings under a single brand called Meta One.

Meta in 2023 launched ad-free, paid versions of Facebook and Instagram in Europe to comply with EU data privacy legislation, giving users a choice between a free, ad-supported experience and a paid, ad-free one.