Meta Expands Benefits for Paying Creators and Businesses

Meta is adding new tools and incentives for subscribers of its Meta One offering, with a focus on helping creators and businesses build audiences, improve their profiles and manage interactions, according to social media researcher Jonah Manzano.

The updates include a larger follow button on Reels for users with Facebook Professional Profiles, giving creators a more prominent way to encourage viewers to follow their accounts. Subscribers are also receiving expanded access to AI-powered response tools within Messenger.

Meta is also introducing profile-related improvements. Enhanced profiles will provide more opportunities to showcase external websites and social profiles, while profile listings will allow users to add up to three location listings.

Another addition is an automated invitation feature that can encourage people who interact with posts to follow an account. According to screenshots shared by Manzano, Meta is positioning the tool as a way to “grow followers automatically.” Similar functionality has previously been available on platforms including Facebook and LinkedIn.

The changes form part of Meta’s broader push to generate more revenue from subscriptions and paid services. The company has introduced various paid offerings across Facebook, Instagram and WhatsApp, while also exploring additional charges for access to certain advanced AI capabilities.

For creators and businesses, the value of these subscriptions increasingly depends on whether the additional tools can translate into measurable audience or customer growth. Automated invitations and more prominent follow prompts provide additional mechanisms for reaching users, although the effectiveness of these features will depend on how frequently they are used and whether audiences respond to them.

Meta has not publicly disclosed detailed figures for Meta One adoption. The company’s wider subscription business remains relatively small compared with its advertising operations, which continue to account for the majority of its revenue. However, subscription income provides another revenue stream as Meta increases spending on artificial intelligence infrastructure and data centers.