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META Resets Reality Labs, Grows Message Sales as Ad Engine Roars
Authored by Leo Miller. Published: 2/13/2026.
Article Highlights
- Meta's advertising business is firing on all cylinders, with the firm forecasting 30% growth next quarter.
- However, investors are eager to see the company pull different AI levers to monetize its massive investment.
- Meta is pivoting its Reality Labs business to stem losses, while business messaging revenue is growing briskly.
Meta Platforms' (NASDAQ: META) latest earnings report made one thing abundantly clear: the firm's advertising business is by far its most important growth driver. That business is operating at a pace not seen in years. However, with Meta expected to spend roughly $125 billion on capital expenditures in 2026, other growth drivers must come into play.
During its earnings call, Meta offered new details on its non-core business ambitions. While AI-enabled advertising is powering the Magnificent Seven company today, these non-core operations are intended to drive growth tomorrow.
Reality Labs Reversal: Meta Sees Losses Peaking in 2026
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Meta continues to shift Reality Labs' priorities toward investments with a clearer path to commercial success. In the earnings call, CEO Mark Zuckerberg deemphasized the "metaverse" and highlighted the firm's artificial intelligence (AI) glasses, saying sales more than tripled in 2025. He added that going forward most Reality Labs investment will focus on glasses and other wearables.
As this shift occurs, Meta expects Reality Labs' losses to be similar to last year but to peak in 2026. The segment has seen operating losses widen each year since Meta began reporting them.
The unit lost $19.2 billion in 2025, more than four times the $4.5 billion it lost in 2019. Another loss on the order of $19 billion in 2026 would still be a headwind.
That said, it is encouraging the company expects losses to stop expanding. This suggests the trend in Reality Labs' profitability could begin to reverse in 2027.
That forecast likely ties directly to Meta's increased emphasis on AI glasses. Compared with virtual-reality headsets, glasses have a much larger addressable market. At present, that market size appears to be the most realistic path to shipping enough hardware to move Reality Labs toward profitability.
Despite Meta's claim that AI-glasses sales surged, total Reality Labs revenue rose less than 3% in 2025. Meta will need materially stronger growth in 2026 to prove AI glasses can be a sustainable, long-term growth driver.
Business Messaging Revenue Soars, AI Drives Internal Efficiency
Another key "non-core" initiative is business messaging, where companies pay to reach Meta users via direct messages—primarily on WhatsApp. This revenue appears in the company's "Family of Apps Other Revenue" line. That line saw sales rise 54% to $801 million, driven by paid WhatsApp messaging. While business messaging is still a small portion of overall revenue, it is growing much faster than the business as a whole and could become increasingly important.
Meta also highlighted internal efficiency gains driven by AI.
The company said that, largely due to adoption of AI coding tools, output per software engineer increased about 30%. Among AI coding-tool "power users," output rose roughly 80%.
As Meta invests hundreds of billions into AI, reducing costs and improving efficiency with the same technology is important. These early productivity gains indicate the company is finding ways to do that.
Meta said it will roll out additional AI tools and models throughout 2026. Details remain limited, but the company highlighted its acquisition of Manus, noting that integrating Manus extends its suite of solutions for customers.
Zuckerberg suggested Manus could help create new business lines, though the form those might take is uncertain. One option could be a premium tier for Ads and Business Manager that bundles Manus's capabilities. Overall, Manus could provide Meta with another non-advertising AI monetization pathway.
META: Building More AI Pillars Around Advertising
Meta's latest earnings report bought the company something it sorely needed: time. Amid rising CapEx commitments, Reality Labs losses, and underwhelming LLaMa model releases, markets had been growing impatient with Meta.
By showing AI is materially improving its core advertising business, Meta has eased some of that pressure. Investors will now want to see progress on non-core initiatives during 2026 and proof the company can capitalize on its five pillars for AI growth.
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