Meta has begun trials for a fresh paid offering on Instagram, providing subscribers with special tools such as keeping Stories active beyond the standard 24-hour window. Images advertising 'Instagram Plus' have appeared for some users in the Philippines and Mexico over the past few days.
Social media analyst Matt Navarra has circulated images revealing that Instagram Plus membership unlocks various enhancements centered on Stories that standard users cannot access. Among these are options to set up distinct groups for Story viewers, track rewatches of one's Story, browse the viewer list, get a sneak peek at Stories before posting, prolong Stories past 24 hours, and produce highlighted 'spotlight' Stories. Additionally, there's a reference to 'super hearts' as a way to respond to Stories.
An Meta representative verified the trial to Engadget, noting that Instagram Plus is rolling out in select nations without specifying locations. A support section on Meta's site indicates the offering isn't universal yet. The representative endorsed the outlined perks and explained that the preview function lets individuals glimpse parts of someone else's Story anonymously, while extended Stories can last another 24 hours. The goal of these experiments, according to the representative, is to gauge which premium elements users value most.
Initial rollout versions of the service appear affordably priced, at 65 PHP (roughly $1.07 USD) monthly in the Philippines and 39 MXN (around $2.15 USD) per month in Mexico. Meta is extending a complimentary one-month trial to attract potential subscribers.
This approach draws inspiration from Snapchat+, a similar premium tier that delivers extra perks to dedicated users. Introduced in 2022, Snapchat+ has attracted millions of paying members and emerged as a key source of revenue beyond ads for its parent company.
Meta aims to expand its earnings from subscriptions as well. Earlier this year, the firm announced plans to explore various subscription models, such as ones emphasizing AI tools. In parallel, Meta has intensified promotion of its Meta Verified program. In recent weeks, promotions for reduced-rate Meta Verified options have surfaced frequently, featuring a one-month introductory trial for as low as $1, compared to the usual starting price of $14.99 monthly. Recently, Meta trialed subscriber-exclusive link inclusion in Instagram post descriptions and restrictions on link posting for non-subscribers on Facebook.