Meta begins testing premium subscription features on Instagram

Meta has begun testing a new premium subscription offering on Instagram, introducing a set of paid features to enhance how users interact with Stories and manage their audience. The company confirmed on Monday that the feature, called Instagram Plus, is currently being trialled in select markets.

The move follows earlier plans shared by Meta to experiment with subscription-based offerings across its platforms, including Instagram, Facebook, and WhatsApp.

One of the standout features in Instagram Plus is the ability to view Stories — temporary photo or video posts that disappear after 24 hours — without notifying the creator. In addition, users subscribed to the service can access insights such as how many times their own Stories have been rewatched.

The subscription also expands how users can share content. Instead of relying only on the standard Close Friends list, subscribers can create multiple audience groups for Stories. This allows for more detailed control over who sees each post, offering a more customised sharing experience.

Another feature allows users to extend a Story's visibility by an additional 24 hours, effectively doubling its lifespan. Subscribers can also highlight one Story per week, boosting its placement by pushing it to the front of their followers' Stories feed.

Instagram Plus also introduces interactive features, including an animated "Superlike" that users can send in response to Stories. Additionally, subscribers can search their Story viewer list to quickly check whether a specific person has viewed their content, rather than manually scrolling through all viewers.

While Meta has not officially disclosed all the regions involved in the test, user reports suggest that the feature is currently available in countries such as Mexico, Japan, and the Philippines. Pricing varies by region, with reported monthly costs of around MX$39 (roughly $2.20) in Mexico, ¥319 (about $2) in Japan, and PHP 65 (approximately $1.07) in the Philippines.

The company may be testing the subscription in additional regions as well, as part of a broader evaluation before a wider rollout.

It's important to note that Instagram Plus is separate from Meta Verified, which targets creators and businesses by offering verification badges and account protection tools. Instead, Instagram Plus appears to focus on everyday users looking for enhanced control and additional features.

Although the introduction of paid features opens new revenue streams for Meta, it comes at a time when users are increasingly cautious about adding more subscriptions to their digital lives. Early reactions on social media indicate some resistance to the idea.

However, other platforms have demonstrated demand for such offerings. Snap Inc. recently reported that its Snapchat+ subscription, which starts at $3.99 per month, has surpassed 25 million users, showing that premium social features can gain traction. For now, Meta says it will continue refining Instagram Plus through testing before deciding on a broader global rollout.