Meta is testing a new paid subscription model for Instagram, titled Instagram Plus, as it explores ways to expand beyond its traditional ad-driven revenue model. The pilot is currently being rolled out in select markets, including Mexico, Japan, and the Philippines.

The subscription introduces a range of features designed to enhance user control, visibility, and personalisation-particularly within Instagram Stories. Among the most talked-about additions is the ability to view stories anonymously, a feature that shifts how users engage with content privately. Alongside this, users can access insights into repeat views on their posts, offering a deeper understanding of audience behaviour.

Instagram Plus also expands audience management tools. Users can create broader, more customised audience lists beyond the existing ‘Close Friends’ feature. Stories can be extended up to 48 hours, doubling the current lifespan, while a new pinning feature allows one story per week to be highlighted at the top of followers’ feeds for increased visibility.

To enhance interaction, Meta is testing animated reactions called ‘Superlikes’, adding a more expressive layer to engagement. Additionally, users can search within the story viewer list to check if a specific individual has seen their content-introducing a more targeted way of tracking engagement.

Importantly, Instagram Plus is positioned separately from Meta Verified, which caters to creators and businesses. This new offering is clearly aimed at everyday users, signalling Meta’s intent to monetise personal usage by offering more control and customisation within the platform experience.