Meta has launched a new paid subscription for the photo-sharing platform Instagram called 'Instagram Plus' at a price of $4 per month.

The subscription offers more than 12 exclusive features, most of which center on Stories, in a growing trend within Meta to provide advanced tools to users for a monthly fee.

The new service gives subscribers greater ability to manage and analyze Story performance, extending the display duration from 24 to 48 hours, along with the Story Spotlight feature that boosts visibility of a specific Story among friends and followers. It also allows the creation of unlimited audience lists to precisely control who can view each Story.

In terms of analytics, the subscription provides access to Story rewatch counts and the ability to search within the viewer list, giving users deeper insight into follower engagement with their content.

The benefits are not limited to Stories; 'Instagram Plus' adds a tool to preview posts before publishing, and the ability to post content to the profile without it appearing in the main feed.

The subscription raises the maximum number of pinned items at the top of the profile to six, offers custom app icons, new font options for the bio section, and animated interactions called Super Hearts that can be sent in response to friends' Stories.

One of the most notable new features is the ability to view Stories anonymously without appearing in the viewer list, a feature now exclusive to 'Plus' subscribers. This could attract attention from privacy and data protection regulators.

Meta distinguishes the new subscription from its existing Meta Verified service, which focuses on identity verification and account support.

According to press reports, the company is also developing a broader bundle called Meta One that combines subscriptions for Instagram, Facebook, and WhatsApp, along with higher-priced paid plans for AI services ranging from $8 to $20 per month.

This move follows the success of rival service Snapchat+, which has surpassed 25 million subscribers.

Through 'Instagram Plus', Meta aims to test users' willingness to pay for tools that help grow their audience and analyze follower engagement. It has similarly launched a 'WhatsApp Plus' subscription for its popular messaging app.

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June 5, 2026 Last updated: June 6, 2026

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