Meta is quietly experimenting with a new subscription tier for Instagram, signalling a deeper push into paid offerings as it looks to diversify beyond advertising-led revenue.

In what appears to be a limited rollout, the company is testing a premium service called “Instagram Plus”, designed primarily for everyday users rather than creators or businesses. Unlike Meta Verified, which focuses on identity verification and creator tools, this new tier is built around enhancing user control, privacy, and engagement on the platform, The Tech-Crunch reported.

At the centre of Instagram Plus is a significant upgrade to Stories, one of the app’s most widely used features. The test introduces the ability to view Stories anonymously, allowing users to watch content without appearing in the viewer list. It also adds “rewatch insights”, giving users visibility into how many times their Stories have been viewed — a long-requested metric among users.

The offering goes further by extending the lifespan of Stories from the standard 24 hours to up to 48 hours, effectively increasing content visibility. Users can also create multiple audience lists beyond the existing “Close Friends” option, making it easier to segment content across different social circles such as family, work, or close acquaintances.

For users seeking greater reach, a weekly “Story Spotlight” feature allows select posts to be prioritised in followers’ feeds. Additional tools include searchable viewer lists and a new “superlike” reaction, aimed at enhancing interaction and visibility within direct messages.

Many of these features may feel familiar, as similar capabilities have previously surfaced through third-party tools or user demand, particularly the ability to browse Stories discreetly. By integrating them natively, Meta appears to be formalising these behaviours into a monetisable product.

Pricing for the test remains relatively low, with early trials indicating a subscription cost of around $1 to $2 per month in markets such as the Philippines, Mexico and Japan. The feature has not yet been introduced in India, the United States, or Europe, though a wider rollout later in 2026 is expected if the pilot proves successful.

The move reflects a broader strategic shift by Meta, as it explores more stable revenue streams amid rising competition and regulatory pressures in the digital advertising space. With rivals already finding traction in subscription-led models, Instagram Plus could mark the company’s next step in turning everyday user engagement into a paid experience.