Instagram has begun testing a cap on use of AI-based photo editing features, allowing users to pay for additional use through a subscription once they exceed the limit. It is a move by ad-focused Meta to grow AI features into a new source of subscription revenue.

On Sept. 14, Business Insider reported that some Instagram accounts are showing a message after hitting the usage limit for AI photo effects: "Upgrade to Meta One Core or wait until tomorrow to apply more AI effects." A test account belonging to the outlet's reporter was offered a plan that auto-renews at $7.99 a month after a one-month free trial. Meta One is still being tested on a limited basis, so pricing and whether a free trial is offered may vary by account and region.

Meta has not put all AI photo editing features behind a paywall. General use of Meta AI remains free, while some high-compute features such as image and video generation are subject to usage caps. Users who exceed those limits can buy more usage. Meta's official guidance also says it is testing usage limits for some high-compute features.

Instagram expanded its AI-based image editing features in July. Users can apply effects such as making a photo look like it was taken with a disposable camera or turning a standard smartphone photo into a magazine-style image.

Meta One Core bundles paid benefits from Instagram Plus, Facebook Plus and WhatsApp Plus as well as additional AI usage. It includes features such as previewing Stories without leaving a view record and using dedicated app icons, along with personalisation features for Facebook and WhatsApp.

Meta is expanding its subscription model into AI after launching Meta Verified in 2023, which offers a verified badge and account protection features. Meta, which grew on the back of free social media services, is now testing recurring revenue beyond advertising by charging for high-use AI features.