Meta Platforms has begun testing a new premium subscription called Instagram Plus, which offers regular users access to exclusive features as the company expands into paid social media tools, according to a new report. TechCrunch report.
The test follows previous plans to offer subscriptions across its core apps, including Instagram, Facebook and WhatsApp.
Instagram Plus offers several features aimed at improving how users interact with Stories. Subscribers can watch stories without notifying the poster, a long-requested feature, and can also see how many people have rewatched their own stories. The update also expands audience controls by allowing users to create multiple custom lists that go beyond the existing Close Friends option.
Additional features include extending the story’s life by another 24 hours, highlighting the story once a week to increase its visibility, and sending animated reactions like a Superlike. Users can also search their Story Viewer menu, making it easier to check if certain accounts have viewed their content.
The subscription is currently being tested in select markets, including Mexico, Japan, and the Philippines, with prices ranging from approximately $1 to $2 per month, depending on the region. The product is separate from Meta Verified, which targets creators and businesses, suggesting that Instagram Plus is designed to monetize everyday user activity rather than professional accounts.
The move comes as social platforms are increasingly experimenting with subscription models to diversify revenue beyond advertising. Snap Inc. has seen… attracted traction with Snapchat+, which recently surpassed 25 million subscribers, while platforms like X have also introduced paid tiers with premium features.
Meta said it will continue to test Instagram Plus before deciding whether to roll it out more widely. The results are likely to determine whether users are willing to pay for enhanced social features, as subscription fatigue has become a growing concern across digital platforms.
