SINGAPORE — Meta will begin testing two subscription services for its Meta AI app and website, initially launching in Singapore, Guatemala, and Bolivia. The services will cost $7.99 and $19.99 per month, depending on features.

The move marks Meta’s latest effort to diversify revenue beyond digital advertising, which accounted for nearly 98% of its $56.3 billion in first-quarter revenue, according to its earnings report. Meta recorded its fastest quarterly growth rate since 2021 during that period.

Analysts at Wolfe Research wrote that Meta's subscriptions could contribute up to $3 billion in revenue for 2027, growing to $16 billion by 2030. “Based on our long-term view that the company's scale, AI investments, category leadership position, and product catalysts should enable META to outgrow the digital advertising market, gain scale, and generate new sources of revenue,” Wolfe Research analysts recommended buying Meta stock.

Max Willens, an analyst at Emarketer, said Meta is a victim of its own success in online ads. “It can be very hard for a corporate parent to sustain enthusiasm for something that is naturally going to be much smaller, likely forever.” He added, “The circumstances around each of Meta's past endeavors are different. But I would say that it is hard enough to succeed in one business, let alone two.”

Willens said the subscription push could succeed if viewed as an aid to online advertising rather than an entirely new line of business. He also noted that because some of the new services are tailored to creators and power users, the goal could be to get more content for Meta's apps and keep people engaged longer.

Meta’s stock rose nearly 4% on Wednesday after the announcement of AI subscriptions. The company has shifted resources within its Reality Labs unit from virtual reality to AI-powered smart glasses, following over $80 billion in operating losses since late 2020. Meta’s Ray-Ban Meta glasses, developed in partnership with EssilorLuxottica, have been cited as a notable hardware success. Meta declined to comment.