Meta starts testing a premium subscription on Instagram

Meta is testing an exclusive subscription service on Instagram, known as Instagram Plus, in select countries, as confirmed to TechCrunch on Monday. This initiative follows Meta's earlier announcement about exploring new subscription models across its platforms, including Facebook and WhatsApp. Instagram Plus offers subscribers a range of unique features designed to elevate their experience. One standout feature allows users to view Stories—temporary posts that vanish after 24 hours—anonymously. Furthermore, subscribers gain insights into how many times individuals have rewatched their Stories, according to an email from Meta. The subscription also introduces the ability to create unlimited audience lists for Stories, moving beyond the existing Close Friends option. This enhancement enables users to tailor who sees their content by categorizing followers into various groups, instead of limiting visibility to just a broad audience or a small circle. Additionally, users can prolong the life of their Stories for an extra day and highlight a Story once a week, making it more prominent to their followers. Subscribers can also engage with others' Stories using an animated 'Superlike' and easily check who has viewed their content without sifting through long lists. While Meta has not disclosed the specific countries included in the trial, reports suggest it is being piloted in Mexico, Japan, and the Philippines. Subscription pricing varies, with costs of approximately $2.20 in Mexico, $2 in Japan, and $1.07 in the Philippines, based on user-shared screenshots. There may also be additional countries involved in the testing phase. It's important to note that Instagram Plus is distinct from Meta Verified, which targets businesses and content creators with features like verification badges and impersonation safeguards. The new subscription is tailored for everyday users. Despite the potential for increased revenue through these subscriptions, there are concerns about subscription fatigue among users. Many have expressed their dissatisfaction on social media regarding the introduction of this paid model. However, platforms like Snapchat and X have demonstrated a market for social media subscriptions, with Snapchat+ recently surpassing 25 million subscribers. Meta plans to refine the Instagram premium subscription further before considering a wider rollout.