Meta has begun testing a paid Instagram tier branded Instagram Plus in a handful of countries, the company confirmed on Monday. The pilot follows Meta's announcement two months ago that it would test subscription products across Instagram, Facebook and WhatsApp.
According to Meta, Instagram Plus unlocks a suite of Story-focused features for paying users. One capability allows subscribers to view others' Stories without the poster being notified of the view, and another shows subscribers a count of how many people have rewatched their Stories.
The subscription also expands audience controls beyond the existing Close Friends option. Instagram Plus users can build unlimited audience lists for Stories, enabling them to segment followers into multiple groups and select which list sees each Story.
Other tools included in the subscription are the option to extend a Story by an extra 24 hours and a weekly Spotlight feature that places a Story at the front of followers' Stories tray. Subscribers will also be able to send an animated "Superlike" on others' Stories and use a search function to find specific viewers within their Story viewer list without scrolling through the entire list.
Social media accounts reporting on the tests indicate Instagram Plus is being trialed in Mexico, Japan and the Philippines. Screenshots shared by users show different market prices: MX$39 per month in Mexico, A5319 per month in Japan, and PHP 65 per month in the Philippines.
Summary
Meta's Instagram Plus pilot delivers a package of Story-related features intended for paying subscribers, including enhanced privacy for viewers, more granular audience controls, Story duration options and promotional placement. The test is currently limited to three countries and shows varied local pricing in user-shared screenshots.
Key points
- Meta is testing Instagram Plus as a paid subscription tier focused on Story functionality.
- The pilot includes privacy and audience-targeting features that change how Stories are viewed and managed.
- Sectors likely affected include social media platforms and digital services that monetize user engagement, as well as mobile app ecosystems in the markets where the test runs.
Risks and uncertainties
- Limited-market testing creates uncertainty about broader adoption - the trial is confined to Mexico, Japan and the Philippines.
- Privacy-related features, such as viewing Stories without notifying the poster, could raise user concerns or alter platform norms.
- Price variation across markets may affect uptake and complicate comparisons of subscriber willingness to pay in different regions.