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Companies / Communication Services / Meta Platforms, Inc.
Meta Platforms, Inc. Business quality: High
NASDAQ: META · Social media and digital advertising · United States · Latest fiscal year ended 31 December 2025

Meta sells advertising placements on Facebook, Instagram, Messenger, Threads, WhatsApp and third-party apps. Marketers buy them mostly through a self-service platform and pay per impression or per action, with no long-term commitments, so revenue is recognised when the ad is shown and there is almost no backlog. Two segments are reported: Family of Apps, which is 98.9% of revenue, and Reality Labs, which sells Quest headsets and AI glasses and spends far more than it sells. 78,865 people worked there at year end, 6% more than a year earlier.

Analysis last updated 2 November 2026 · All figures come from Meta Platforms, Inc.’s Form 10-K for the fiscal year ended December 31, 2025, filed with the SEC on January 29, 2026, except governance, ownership, related-party and compensation data, which come from the DEF 14A filed on April 16, 2026 and are attributed to it. The multiples use the closing price of US$660.09 at December 31, 2025 — the last trading day of the fiscal year, so price and earnings share the same date — and the 2,529,555,464 shares outstanding at January 23, 2026, both supplied to the analysis; the price is not updated to any later date. Return on invested capital is not a figure Meta reports: it is built here as operating income taxed at the year’s reported rate over equity plus long-term debt and operating lease liabilities, less cash, marketable securities and non-marketable investments. Finance leases are excluded because the 2024 balance is not disclosed and the 2023 balance sheet is not in the document.
Revenue FY25
$201.0B
+22% YoY
Revenue CAGR 2y
+22.1%
FY23 to FY25
Operating margin
41.4%
-0.8 pts
Free cash flow
$43.6B
22% of revenue
ROIC
30.5%
Our construction: NOPAT on year-end invested capital (34.5% on average capital)
Net debt
$3.49B
Total debt less cash

The business in one page

Revenue was US$200,966 million, up 22.2% after 21.9%, and advertising grew 22.1% with both halves of its pair rising: ad impressions +12% and average price per ad +9%, which compound to exactly the reported growth. The operating margin held at 41.4% and Family of Apps earned 51.6%, enough to fund a US$19,193 million Reality Labs loss. Daily active people reached 3.58 billion in December against 3.35 billion, and annual revenue per person rose 14.9% to US$57.03 — about two thirds of the segment’s growth came from revenue per person and one third from more people.

Reported net income fell 3.1% to US$60,458 million, but the fall is entirely tax: pre-tax income rose 21.6%, and a US$14,030 million valuation allowance booked on enactment of the One Big Beautiful Bill Act took the effective rate from 11.8% to 29.6%. Without it the company states the rate would have been 13%, and net income would have been US$74,488 million, up 19.4%. The company expects 13–16% in 2026.

What the year cost is on the other side. Capital expenditure rose 87.1% to US$69,691 million, 34.7% of revenue against 20.0% two years earlier, so free cash flow fell 16.3% to US$43,585 million while revenue grew 22.2% — free cash flow per share is up 3.5% over two years against revenue per share up 52.2%. US$50,521 million of the asset base is construction in progress that has produced nothing yet, purchase commitments and leases signed but not commenced total US$234,816 million against equity of US$217,243 million, and long-term debt doubled to US$59,000 million at face value. The capital added in the year earned 31.4% pre-tax against 46.9% on the capital already in place.

Figures for 3 fiscal years, taken from the Key Metrics tables of each annual report. When a later filing restates a figure, we use the figure reported for that year's own filing.

Key metrics

MetricFY2023FY2024FY2025
Revenue $134.9B$164.5B$201.0B
Gross margin 80.8%81.7%82.0%
Operating margin 34.7%42.2%41.4%
Net margin (GAAP) 29.0%37.9%30.1%
Operating cash flow $71.1B$91.3B$115.8B
Capex $27.0B$37.3B$69.7B
Free cash flow $43.0B$52.1B$43.6B
Stock-based compensation $14.0B$16.7B$20.4B
Dividends + buybacks $19.8B$35.2B$31.6B
Net cash –$28.8B-$3.49B
Total debt –$49.1B$85.1B
Shareholders’ equity $153.2B$182.6B$217.2B
Effective tax rate 17.6%11.8%29.6%
Our construction: NOPAT on year-end invested capital (34.5% on average capital) –41.4%30.5%
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