The Browser Company, the same brains behind the beloved Arc browser, has officially launched a Pro subscription plan for its new AI-centric browser, Dia — and it’s going for $20 a month. This Pro plan unlocks unlimited access to Dia’s AI-powered features, like real-time chat and smart “skills” that help you browse and work faster.
But here’s the catch: while Dia is still free to use, the AI tools you’ve been enjoying might start running into limits if you’re not paying. CEO Josh Miller recently told The New York Times that casual users — those who “ask AI a few times a week” — won’t have to worry. But if you’re a power user, the free ride may be over. In fact, Miller hinted that we’ll soon see tiered pricing, with options from $5/month to “hundreds of dollars” based on features and usage.
What makes this move more interesting? The launch wasn’t exactly a grand announcement. The Pro plan first popped up quietly on Reddit and Threads, only to be taken down — and then officially re-launched via Dia’s settings page. Now it’s live and kicking.
With $128 million in funding and backers like LinkedIn’s Jeff Weiner, Medium’s Ev Williams, and Notion’s Akshay Kothari, The Browser Company clearly has the resources to shake things up. But they’re not alone. The race to dominate the AI browser space is heating up fast: Perplexity’s Comet browser is gaining attention, Opera’s Neon browser is on the horizon, and of course, Google and Microsoft are loading their browsers with AI firepower too.
So, is $20/month for smarter surfing worth it? Time will tell. But one thing’s for sure — the browser wars just got a whole lot more intelligent… and expensive.
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