Meta pilots ‘Instagram Plus’ with premium features for everyday users

Meta is experimenting with a new paid subscription tier on Instagram, dubbed Instagram Plus, as part of its push to expand revenue streams beyond advertising.

Currently being tested in markets such as Mexico, Japan, and the Philippines, the subscription introduces a suite of features designed to enhance user control, visibility, and engagement—particularly within Stories.

Among the key offerings are anonymous story viewing, insights into repeat views on posts, and the ability to create expanded audience lists beyond the existing Close Friends feature. Users can also extend the lifespan of Stories to 48 hours, pin one story per week at the top of followers’ feeds, and send animated reactions branded as “Superlikes.”

Additional functionality includes a search option within the story viewer list, allowing users to check if specific individuals have viewed their content.

The test remains limited in scope, with Meta yet to reveal full market availability or pricing details.

Unlike Meta Verified, which caters primarily to creators and businesses, Instagram Plus is aimed at everyday users, focusing on more personalised and controlled social media experiences.