Meta Platforms is focusing on developing new revenue sources, particularly through subscription services, which analysts at Truist believe could lead to substantial growth. The firm has maintained a buy rating on Meta, with a price target of $840, indicating a potential increase of nearly 44% from the stock's closing price on Monday.
Despite a year-to-date decline of approximately 11%, Truist remains optimistic about Meta's ability to outpace the digital advertising market while expanding into subscriptions. The analysts draw parallels to Google's successful subscription model, which generated over $35 billion in revenue in fiscal year 2025.
Meta's recent launch of consumer-focused 'Plus' tiers across its platforms—Facebook, Instagram, and WhatsApp—along with paid AI offerings, is expected to enhance user engagement and personalization.
Truist estimates that these features could attract over 360 million paid subscriptions, potentially generating over $20 billion in high-margin revenue by 2030, which would represent about 5% of Meta's total revenue.
The subscription tiers are priced between $3 and $4 per month, with specific offerings like Facebook Plus and Instagram Plus at $3.99, WhatsApp Plus at $2.99, and Meta's AI plans ranging from $7.99 to $19.99. Analysts also foresee the possibility of additional subscription types in the future, particularly related to Meta's hardware products, such as Meta glasses