Instagram tests paid Plus tier with exclusive story features

Meta is testing a new subscription service for Instagram that introduces a set of premium features to enhance how users create and interact with Stories. The service, referred to as Instagram Plus in early screenshots, has been spotted by users in the Philippines and Mexico, suggesting that the company is conducting a limited regional trial.

Images shared online indicate that the subscription focuses heavily on expanding Instagram Stories’ capabilities. Among the proposed features are extended Story durations, additional audience controls, and new ways to engage with viewers. The move signals Meta’s continued exploration of paid offerings beyond its traditional advertising-driven business model.

Early tests reveal expanded Story controls

Screenshots circulating online suggest that Instagram Plus offers several tools designed to give users more control over their Stories. These include the ability to create multiple audience groups, allowing users to tailor content to specific sets of followers rather than broadcasting to all viewers at once.

Other features appear to centre on analytics and visibility. Subscribers may be able to see who has rewatched their Stories, search through the list of viewers, and preview Stories before posting. The preview function is also said to allow users to view parts of another person’s Story without appearing in the viewer list, adding a layer of discretion to interactions.

Meta confirmed the test’s existence in a statement, noting that the service is currently being trialled in “a few countries,” without specifying locations. A spokesperson added that some features are still experimental and not widely available. “Our hope from these tests is to understand what’s most valuable to people in a premium feature set,” the spokesperson said.

The company also clarified certain functionalities highlighted in the screenshots. For example, Story posts could be extended beyond the usual 24-hour limit by an additional day, while the preview tool would enable partial viewing without notifying the content creator. These additions suggest a focus on both flexibility and user behaviour insights.

Pricing strategy and regional rollout

Early indications suggest that Instagram Plus is being positioned as an affordable subscription. In the Philippines, the service reportedly costs 65 PHP per month, roughly equivalent to US$1.07. In Mexico, the monthly fee appears to be 39 MXN, or about US$2.15.

To encourage adoption, Meta is also offering a free one-month trial to new users in test markets. This approach mirrors common subscription strategies in the tech industry, where introductory offers attract early users and gather feedback before a wider rollout.

The relatively low pricing may reflect Meta’s intention to appeal to a broad user base rather than targeting only high-spending customers. By keeping costs accessible, the company could encourage experimentation among regular users who are curious about premium features but hesitant to commit to higher fees.

At the same time, the limited rollout indicates that Meta is still in the data-gathering phase. By testing in specific regions, the company can evaluate user interest, feature engagement, and willingness to pay before making any global decisions. It also allows Meta to refine the feature set based on real-world usage patterns.

Growing focus on subscription revenue

The introduction of Instagram Plus aligns with Meta’s broader trend of diversifying its revenue streams. While advertising remains the company’s primary source of income, there has been increasing emphasis on subscription-based services in recent years.

The concept bears similarities to Snapchat+, a paid tier launched in 2022 that offers additional features for dedicated users. That service has attracted millions of subscribers and has become a notable source of non-advertising revenue. Meta appears to be exploring a comparable model, adapting it to Instagram’s ecosystem and user habits.

Earlier this year, Meta announced plans to test new subscription types, including those tied to artificial intelligence features. The company has also been promoting its Meta Verified service more aggressively, with discounted trials and introductory pricing to boost uptake.

In parallel, Meta has experimented with feature restrictions and subscription-based incentives. Recent tests have included link-sharing options in Instagram captions for subscribers, as well as limitations on similar functionality for non-subscribers on Facebook. These efforts suggest a strategy of gradually introducing premium tiers while maintaining core services for free users.

The testing of Instagram Plus represents another step in this direction. By focusing on enhancements to Stories, one of Instagram’s most widely used features, Meta is targeting a high-engagement area. Whether these additions will resonate enough to drive sustained subscriptions remains to be seen, but the trial underscores the company’s ongoing shift towards a more diversified business model.