Meta launches Instagram Plus trial with paid features for users

Meta is piloting a paid Instagram subscription in select markets, offering enhanced privacy, customisation, and engagement features for everyday users, as the company looks to diversify revenue beyond advertising and strengthen platform monetisation strategies.

Meta is reportedly experimenting with a new paid subscription model for its popular platform Instagram, signalling a broader push to diversify its business beyond advertising. The service, currently being tested in select international markets, is aimed at regular users rather than content creators or businesses.

The new offering, known as “Instagram Plus,” introduces a range of premium features designed to enhance user control, privacy, and engagement. The move comes shortly after Meta indicated its intention to explore subscription-based models across its ecosystem, including Facebook and WhatsApp, as part of a long-term monetisation strategy.

New features focus on privacy and engagement

According to reports, Instagram Plus centres heavily on improvements to the platform’s Stories feature. Subscribers can view Stories anonymously, gain insights into how often their content is rewatched, and create multiple custom audience groups beyond the standard “Close Friends” list.

Other additions include extending the lifespan of Stories up to 48 hours, highlighting a selected Story each week for greater visibility, and sending animated “Superlikes” to boost interaction. Users will also be able to search viewer lists more efficiently, allowing them to track specific interactions with their posts.

These features are aimed at providing a more personalised and flexible social media experience, particularly for users seeking greater control over how their content is shared and consumed.

Limited rollout and pricing strategy

While Meta has not officially disclosed the full list of markets involved in the trial, reports indicate that the subscription is currently available in countries such as Mexico, Japan, and the Philippines. Pricing varies across regions but remains relatively low, ranging from just over one to two US dollars per month.

Importantly, Instagram Plus is positioned differently from Meta’s existing subscription offering, Meta Verified, which is primarily targeted at creators and businesses with features like account verification and security enhancements. Instead, the new service focuses on everyday users who want added functionality without necessarily building a public presence.

The test reflects a growing trend among social media platforms to introduce paid tiers, balancing user experience improvements with sustainable revenue generation. If successful, Instagram Plus could play a key role in shaping Meta’s future monetisation roadmap.