Meta is currently testing a new paid subscription for Instagram Plus – and thus an offer that is aimed at normal users, not just creators or companies. Initial reports about the test emerged in the past few days, and Meta has now officially confirmed the pilot program to TechCrunch.
Instagram Plus: What’s behind the new subscription?
Instagram Plus unlocks a range of exclusive features, which mainly revolve around Stories. Subscribers can view other users’ stories without the person behind them receiving a notification – similar to Snapchat with certain functions. You can also see how often your own stories have been viewed again.
With Instagram Plus, there will no longer be a limit to target group lists for the distribution of content: instead of just a “close friends” list, subscribers can create as many individual lists as they like and play out stories specifically to different groups of followers.
Longer stories, more reach, animated superlikes
With the subscription, Stories now remain visible for 48 hours instead of the usual 24 hours. Once a week, a story can also be highlighted to increase its reach and place it at the top of the followers’ stories tray.
Instagram Plus also enables animated “superlikes” on other users’ stories – a similar function to the reactions on Facebook. The new search function in the audience list is also practical: Instead of manually scrolling through a long list, you can search directly for a specific person.
Prices and available countries
Meta has not yet published a complete list of test countries. According to reports, Instagram Plus is currently available in Mexico, Japan and the Philippines. Prices vary significantly depending on the region:
| Country | Price (local) | Converted (approx.) |
|---|---|---|
| Mexico | MX$39 / month | approx. 1,90 € |
| Japan | ¥319 / month | approx. 1,70 € |
| Philippines | PHP 65 / month | approx. 0,90 € |
The prices are therefore very moderate – significantly cheaper than Snapchat+, for example, which is available from 3.99 US dollars per month. According to TechCrunch, Snapchat+ now has over 25 million subscribers.
Instagram Plus vs Meta Verified: What’s the difference?
Instagram Plus is explicitly not the same as Meta Verified, which has been around since 2023. Meta Verified is primarily aimed at creators and businesses, who receive a blue tick, identity verification and improved support for a monthly fee starting at 12 US dollars. Instagram Plus, on the other hand, is a service for everyday users who want to get more out of their stories.
The ad-free subscription for Facebook and Instagram, which Meta offers in Europe, is also separate. It starts at around 6 euros per month and removes personalized advertising, but does not unlock any additional features.
More premium subscriptions planned for Meta platforms
The test of Instagram Plus comes two months after Meta officially announced its intention to introduce premium subscriptions for Instagram, Facebook and WhatsApp. A paid subscription is also being discussed for WhatsApp, which will primarily offer additional design options, exclusive stickers and more pinnable chats. There have not yet been any concrete tests.
Whether Instagram Plus will be a success is questionable. Many users are likely to react skeptically in view of the growing subscription fatigue – after all, social networks such as Netflix, Spotify and co. are already on the monthly bill. However, Meta wants to continue testing the service before rolling it out more widely.
Conclusion: Instagram Plus could further change social media
With Instagram Plus, Meta is showing that the platform is increasingly relying on direct revenue from users – and no longer exclusively on advertising revenue. The subscription is aimed at the masses and offers real added value, especially for story fans. It remains to be seen whether Instagram Plus will also be available in Germany at some point. The rather low entry prices indicate that Meta wants to keep the inhibition threshold as low as possible.
