Social media giant Meta has begun testing a new premium subscription service for its popular platform Instagram, marking a significant shift in its revenue strategy beyond traditional advertising. The experimental service, reportedly called “Instagram Plus,” is currently being rolled out in select markets as the company evaluates user response and feature viability.
According to reports, the subscription is being tested in countries including Mexico, Japan and the Philippines, with pricing estimated to be in the range of $1 to $2 per month during the trial phase. The limited rollout suggests Meta is adopting a cautious approach, using early feedback to refine the offering before any potential global expansion.
The premium tier introduces a range of exclusive features aimed at enhancing user control and engagement on the platform. One of the most talked-about additions is the ability to view Instagram Stories anonymously, allowing users to watch content without their names appearing in the viewer list. This feature is expected to appeal to users seeking greater privacy in their interactions.
In addition, subscribers may gain access to advanced analytics tools, such as insights into how many people rewatched their Stories, offering deeper engagement metrics than currently available. Other reported features include the option to extend the visibility of Stories beyond the standard 24-hour limit, as well as the ability to create customized audience lists beyond the existing “Close Friends” feature. These tools are designed to provide more flexibility in content sharing and audience targeting.
Meta is also experimenting with features that could boost content visibility, allowing users to increase the reach of their Stories. Such additions indicate a possible shift toward monetised visibility tools, similar to features seen on other platforms.
The move comes as part of Meta’s broader push to diversify its income streams. Historically reliant on advertising for the majority of its revenue, the company has increasingly explored subscription-based models in recent years. Earlier initiatives include creator-focused subscriptions and the “Meta Verified” service, which offers verification badges and added account protections.
Industry observers note that Meta’s latest experiment aligns with a wider trend among social media platforms, many of which have introduced paid tiers offering exclusive features and enhanced user experiences. Competitors have adopted similar strategies to reduce dependence on advertising and create more predictable revenue streams.
Despite the introduction of paid features, Meta has maintained that the core experience of Instagram will remain free for users. The company is expected to continue testing different combinations of features and pricing models to determine what resonates most with its global user base.
The success of the subscription model will ultimately depend on whether users are willing to pay for added functionality on a platform that has traditionally been free. As testing continues, the rollout of Instagram Plus could signal a broader transformation in how social media platforms balance free access with premium offerings.
