The tech giant once again finds itself at the center of public controversy, this time not over a data leak or polarizing algorithm but over what appears to be an attempt to charge extra for hardware that has already been fully paid for.
In recent days the company introduced its new subscription bundle, Meta One Premium, priced at $19.99 per month. The fee is required to unlock extended access to advanced features in its smart glasses, led by the Conversation Focus function.
The feature, unveiled with fanfare, is designed to isolate and enhance the voice of the person directly in front of the user in noisy environments while reducing background sound. Under the new terms of service, users who do not pay the monthly fee will be limited to three hours of use per month. Paying subscribers will receive a 15-hour monthly cap with no option to roll over unused time.
Shock and anger in the industry and among consumers
Reactions across leading tech forums around the world, including popular communities in the United States and Europe, ranged from shock to anger. The main criticism is not about the business model itself but about a technical fact: the feature runs entirely on the glasses’ local chip using the built-in microphone array and existing hardware.
It does not require an internet connection, does not send data to the cloud and does not generate ongoing computing costs for the company. Meta argues the fee supports continued development and support but critics say it amounts to an artificial restriction on existing hardware.
The move has drawn comparisons to controversial attempts by European automakers in recent years, such as BMW, which tried to block built-in features like seat heating behind monthly paywalls before reversing course following public backlash.
Kylie Jenner with the new Meta glasses
(Photo: Meta)
In parallel, Meta’s decision stands in sharp contrast to its competitors’ strategies. Apple for example includes similar features such as voice enhancement and noise cancellation in its AirPods Pro as an integrated part of the product at no extra cost.
The history of audio focus and frequency technology spans decades, from early analog hearing aids to the development of beamforming microphone arrays in professional audio in the early 2000s. These capabilities have traditionally been considered an integral part of physical hardware. Meta’s move to restrict such a core function raises serious questions about the future of wearable computing.
Poor timing
The decision comes at an inopportune moment for Meta, just one month after reports revealed the company had quietly integrated facial recognition technology into its glasses software, drawing strong criticism from privacy organizations worldwide and prompting unflattering labels for the product.
Meta’s smart glasses have so far been considered one of the company’s most successful hardware ventures, with millions of units sold. Imposing artificial limits and charging premium fees for a local feature could backfire and hurt adoption among core users.
Ray-Ban Meta Glasses. One of the company's successful products
(Photo: Meta)
In addition, the move places Meta on a direct collision course with European regulators. Under the Digital Markets Act, companies designated as “gatekeepers” are required to ensure fair competition and prevent practices that harm consumers. Legal experts say the new model could be viewed as an unfair commercial practice since it restricts access to core device functions after purchase.
Furthermore, the European Union General Data Protection Regulation (GDPR) requires full transparency regarding the use of user data. If Meta attempts to justify the subscription as an improvement in service or data analysis, even though the glasses do not transmit or process cloud data for this feature, it could face scrutiny.
The European Union has already shown it is willing to impose heavy fines on “consent or pay” models that fail to meet standards of free and equal choice. The attempt to lock hardware behind a paywall could be seen as an abuse of dominant market position.