Meta tests Instagram Plus subscription with stealth story viewing and paid features for users

Meta Platforms has begun testing a new premium subscription called Instagram Plus, offering everyday users access to exclusive features as the company expands its push into paid social media tools, according to a TechCrunch report.

The test follows earlier plans to introduce subscriptions across its core apps, including Instagram, Facebook, and WhatsApp.

Instagram Plus introduces several features aimed at enhancing how users interact with Stories. Subscribers can view Stories without notifying the poster, a long-requested feature, and can also see how many people have rewatched their own Stories. The update also expands audience controls by allowing users to create multiple custom lists beyond the existing Close Friends option.

Additional features include extending a Story’s lifespan by another 24 hours, spotlighting a Story once per week to increase visibility, and sending animated reactions such as a Superlike. Users can also search their Story viewer list, making it easier to check whether specific accounts have viewed their content.

The subscription is currently being tested in select markets, including Mexico, Japan, and the Philippines, with pricing ranging from roughly $1 to $2 per month, depending on the region. The product is separate from Meta Verified, which is aimed at creators and businesses, signaling that Instagram Plus is designed to monetize everyday user activity rather than professional accounts.

The move comes as social platforms increasingly experiment with subscription models to diversify revenue beyond advertising. Snap Inc. has seen traction with Snapchat+, which recently surpassed 25 million subscribers, while platforms like X have also introduced paid tiers with premium features.

Meta said it will continue testing Instagram Plus before deciding on a broader rollout. The results will likely determine whether users are willing to pay for enhanced social features as subscription fatigue becomes a growing concern across digital platforms.