Meta Platforms has begun testing a new subscription offering on Instagram that introduces additional features for everyday users, marking a shift in how the platform approaches monetisation. The new tier, called Instagram Plus, is currently being rolled out in select markets and is focused primarily on enhancing the Stories experience. Unlike existing offerings that target creators and businesses, this subscription is designed for regular users who want more control and flexibility in how they interact with content on the platform.
The subscription introduces a range of features centred on Stories, including the ability to view Stories anonymously without notifying the original poster. It also allows users to see how many times their own Stories have been rewatched, offering deeper insight into engagement levels. Additional tools include the option to create multiple custom audience lists instead of relying on a single Close Friends list, enabling users to tailor visibility for each Story more precisely. Subscribers can also extend the lifespan of a Story beyond the usual twenty four hours and highlight one Story per week to increase its visibility among followers. A search function within viewer lists and a new animated reaction feature further expand user interaction capabilities.
The test is currently active in a limited number of countries, including Mexico, Japan, and the Philippines, based on early user reports. Pricing varies by region but remains relatively low compared to other social media subscriptions, ranging from just over one dollar to around two dollars per month depending on the market. This pricing strategy suggests that Meta is exploring whether a lower cost model can encourage broader adoption among its global user base, which extends into the billions. The move also reflects a growing trend among social media platforms to diversify revenue streams beyond advertising.
Instagram Plus is positioned separately from Meta Verified, which continues to target creators and businesses with features such as account verification and protection. The distinction highlights Meta’s broader strategy of introducing multiple subscription tiers catering to different segments of its audience. However, early reactions indicate mixed sentiment among users, with some questioning the need to pay for features that were previously unavailable but not necessarily expected to be monetised. As testing continues, Meta is expected to evaluate user response and performance before deciding on a wider rollout, while also exploring similar subscription models across its other platforms.
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