lucadelladora – Meta is testing a new subscription service for Instagram called Instagram Plus. Introducing exclusive features aimed at enhancing user interaction with Stories. The early-stage test has been spotted in countries including the Philippines and Mexico, where selected users have reported seeing promotional prompts within the app. The move reflects Meta’s broader strategy to diversify revenue beyond advertising and explore premium digital services.
Screenshots shared by social media consultant Matt Navarra reveal that Instagram Plus focuses heavily on Story-related enhancements. Users subscribing to the service gain access to features not currently available in the standard version of Instagram. These include the ability to post Stories that remain visible for longer than the usual 24-hour limit. As well as tools to better manage audience engagement.
Among the highlighted features is the option to create multiple audiences for Stories. Allowing users to customize who can view specific content. Subscribers can also access detailed viewer insights, such as identifying users who have rewatched their Stories. Additionally, the service enables users to search through the list of viewers, offering more precise tracking of engagement.
According to Meta, this function allows users to view a portion of a Story discreetly. The subscription also introduces “spotlight” Stories and a new reaction format called “super hearts,” which aims to provide more expressive ways for users to interact with content.
Instagram Plus Launch Trial Expands in Philippines and Mexico
Meta confirmed the ongoing test in a statement to Engadget, noting that Instagram Plus is currently available in a limited number of countries. The company did not disclose the full list of regions but acknowledged that availability remains restricted. A help page on Meta’s official website also states that the feature is not yet accessible to all users, indicating that the rollout is still in an experimental phase.
Pricing for Instagram Plus appears relatively low in its early testing phase. In the Philippines, the subscription is priced at 65 PHP per month, equivalent to approximately $1.07. In Mexico, the monthly cost is set at 39 MXN, or around $2.15. Meta is also offering a one-month free trial to encourage user adoption and gather feedback on the service.
The concept behind Instagram Plus closely mirrors Snapchat+, a subscription model launched in 2022 that provides exclusive features to paying users. Snapchat+ has successfully attracted millions of subscribers and contributed to growing non-advertising revenue streams. Meta’s approach suggests it aims to replicate similar success within its own ecosystem.
This development aligns with Meta’s broader push into subscription-based offerings. Earlier this year, the company announced plans to test additional subscription models, including those centered on artificial intelligence features. Meta has also intensified promotion of its Meta Verified subscription, recently offering discounted entry plans and trial periods to attract more users.
Beyond Instagram Plus, Meta has experimented with other monetization strategies. These include testing link-sharing capabilities in Instagram captions for subscribers and imposing restrictions on link sharing for non-subscribers on Facebook. Such initiatives indicate a shift toward incentivizing paid access while gradually limiting certain features for free users.
Looking ahead, Meta will likely evaluate user feedback and engagement metrics before deciding on a wider rollout of Instagram Plus. The company stated that its goal is to understand which premium features provide the most value to users. If successful, the service could become a key component of Meta’s long-term revenue strategy and reshape how users experience Instagram’s core features.
