Rosenblatt has reiterated its Buy rating on Meta Platforms and kept a $1,015 price target, arguing that a concerted push into subscription services under a proposed "Meta One" umbrella could drive meaningful recurring revenue beyond the company’s traditional advertising business.
The brokerage’s note follows recent comments and product teasers from Meta executives, together with media reports from TechCrunch and Bloomberg that indicate the company is testing paid consumer tiers for its social networks and AI offerings.
Rosenblatt analyst Barton Crockett compared the proposed approach to subscription strategies already seen at some competitors, citing Snap and OpenAI as precedents for consumer paid tiers. The note pointed to Snapchat+ - launched in 2022 - as an example of a subscription product gaining traction: that service now reportedly has more than 25 million subscribers and generates roughly $1 billion in annual recurring revenue.
According to the details laid out in the research note, Meta’s initial consumer pricing tests could include $3.99-per-month premium plans for Instagram and Facebook. Those tiers would offer features such as enhanced profile customization, more advanced story tools and expanded engagement options. WhatsApp is also a candidate for monetization with a proposed $2.99 monthly plan that would add premium stickers, themes and customization features.
On the AI front, Rosenblatt says Meta is trialing paid Meta AI tiers. One described offering is a $7.99 "Meta One Plus" plan with expanded image and video generation capabilities, while a $19.99 premium tier is aimed at more advanced AI users. The brokerage also noted that Meta already collects roughly $1 billion in annual recurring revenue today from existing subscription products, including Meta Verified and an ad-free option in Europe.
Rosenblatt emphasized the scale opportunity available to Meta given its user base, quoting more than 3.5 billion daily active users as a foundation for expanding subscriptions at scale. The brokerage projected that Meta’s revenue could grow to nearly $256 billion in 2026 from about $201 billion in 2025, and said adjusted earnings per share are expected to remain broadly stable before accelerating in 2027.
The analyst note also flagged the competitive and execution challenges ahead. Meta is entering an increasingly crowded subscription and AI market where firms such as OpenAI already have established paid user bases, and Rosenblatt observed that Meta still needs to demonstrate its generative AI capabilities in practice.
For investors and markets, the move represents an attempt to diversify revenue away from ads toward more predictable, recurring streams, while retaining exposure to the rapid development cycle of consumer AI and social features.
Summary
Rosenblatt retained a Buy rating and $1,015 target on Meta, highlighting the company’s testing of consumer subscription tiers across Instagram, Facebook, WhatsApp and Meta AI under a potential "Meta One" bundle. Initial price points being trialed include $3.99 for Instagram and Facebook, $2.99 for WhatsApp, and paid Meta AI tiers at $7.99 and $19.99. The firm estimates Meta already derives about $1 billion in ARR from current subscription offerings and forecasts revenue growth to nearly $256 billion in 2026.