Meta has begun testing a premium subscription tier on Instagram called “Instagram Plus,” the company confirmed to TechCrunch.

Instagram Plus gives subscribers access to several Stories-focused capabilities not available to standard users. Subscribers can view another user’s Story without triggering a view notification, search their own Story viewer list for specific accounts, and see how many times followers have rewatched their Stories.

The subscription also expands audience management tools. Subscribers can create unlimited audience lists beyond the existing Close Friends option, enabling more granular control over who sees each Story. Additional features include the ability to extend a Story by 24 hours, spotlight a Story up to once per week to increase its visibility in the Stories tray, and send an animated Superlike on others’ Stories.

The test is currently running in Mexico, Japan, and the Philippines, with pricing ranging from approximately $1.07 to $2.20 per month, depending on the market.

Broader Monetization Context

Instagram Plus is separate from Meta Verified, the company’s existing subscription product for creators and business accounts, which offers a verified badge and protection against impersonation. Instagram Plus is designed for general users.

“Our hope from these tests is to understand what’s most valuable to people in a premium feature set,” an Instagram spokesperson said in a statement to Bloomberg.

Meta first signaled plans for new subscription tiers in January 2026, telling TechCrunch it intended to test subscriptions across Instagram, Facebook, and WhatsApp. The Instagram Plus pilot represents the first public-facing test of that initiative.

The Competition

Meta’s move comes as subscription offerings have gained traction across major social platforms, according to Business Insider. Snapchat’s “Snapchat+” subscription, which starts at $3.99 per month, has surpassed 25 million subscribers. X, YouTube, and LinkedIn have also introduced paid tiers to supplement advertising revenue.

Meta says it will continue testing Instagram Plus before expanding it further. The company did not disclose specific timelines or additional markets for the rollout.