Meta trials premium Instagram subscription with exclusive user features

Meta is trialling a premium Instagram subscription service offering users a range of exclusive features, including the ability to view stories anonymously.

Instagram Plus also lets subscribers extend their stories by an extra 24 hours, see how many people have rewatched their content, create unlimited custom audience lists beyond the standard Close Friends feature, send animated superlikes and search their story viewer list by name.

Meta confirmed the trial to TechCrunch but has not officially disclosed which countries are included. Social media reports indicate testing is underway in Mexico, Japan and the Philippines, with monthly fees ranging from approximately $1 to $2.

Instagram Plus is aimed at everyday users and is separate from Meta Verified, which is designed for creators and businesses.

The move comes as platforms increasingly look to subscription revenue as a complement to advertising, amid growing competition for user attention. Snapchat's equivalent offering, Snapchat+, recently topped 25 million subscribers at $3.99 per month.