Meta begins testing Instagram Plus subscription in select markets

Meta has begun testing a new premium subscription service called Instagram Plus in a few countries, the company confirmed to TechCrunch on Monday. While Meta did not share the specific countries where the test is active, social media reports indicate that the subscription is being tested in Mexico, Japan, and the Philippines. It is possible that Meta is testing the subscription in additional countries as well. This paid subscription is separate from Meta Verified, which is aimed at content creators and businesses and offers features like a verified badge and impersonation protections for a monthly fee. Instagram Plus is instead designed for everyday users.

Pricing for the new subscription varies by country. According to screenshots shared by users, the monthly costs are:

• Mexico: MX$39 (approximately $2.20 USD)
• Japan: ¥319 (approximately $2 USD)
• Philippines: PHP 65 (approximately $1.07 USD)

Instagram Plus introduces several exclusive features to enhance user control over content visibility and engagement. Subscribers can view a Story—a photo or video post that disappears after 24 hours—without the poster knowing they viewed it. Additionally, users can see how many people have rewatched their own Stories, create unlimited audience lists beyond the standard Close Friends list, and extend a Story for an extra 24 hours. Other features include the ability to spotlight a Story up to once per week to bring it to the front of the Stories tray, send an animated “Superlike” reaction, and search their Story viewer list to quickly check if a specific person has viewed their post instead of scrolling through the entire list.

The launch of additional subscriptions will allow Meta to generate more revenue, though the company faces potential user pushback due to subscription fatigue. Some users have already taken to social media to voice their displeasure with the subscription offering. However, competitors like Snapchat and X have proven that there is a market for social media subscriptions. Snap recently announced that Snapchat+, which starts at $3.99 per month for exclusive features, has topped 25 million subscribers. Meta says it is going to continue testing the Instagram premium subscription before rolling it out further.

Why it matters

Meta is seeking new revenue streams through direct consumer subscriptions, though it faces the challenge of “subscription fatigue” among users who are increasingly wary of paid tiers on free platforms.