Meta is testing a new subscription service for Instagram that offers users "exclusive" features like the ability to post Stories for longer than 24 hours. Screenshots promoting "Instagram Plus" have been spotted by users in the Philippines and Mexico in recent days.
According to screenshots shared by social media consultant Matt Navarra, a subscription to Instagram Plus comes with a number of Story-focused features not otherwise available to Instagram users. This includes the ability to create multiple "audiences" for Stories posts, see info about who has rewatched your Story, search the list of people who have viewed your Story, preview Stories posts, extend Stories longer than 24 hours and create "spotlight" Stories. It also mentions something called “super hearts” for reacting to Stories.
A spokesperson for Meta confirmed the test to Engadget, saying that Instagram Plus is currently available in “a few countries,” but didn’t say which. A dedicated help page on Meta's website says that this feature is not available to everyone right now.” The spokesperson confirmed the feature list shown below, and added that “preview” would allow people to see some of another user’s Story without “showing up as a viewer” and that Stories posts could be extended for an additional 24 hours. “Our hope from these tests is to understand what’s most valuable to people in a premium feature set,” the spokesperson said.
It seems that early versions of the service are priced fairly cheaply, with the prices in the Philippines landing at 65 PHP (about $1.07 in USD) a month and in Mexico at $39 MXN (about $2.15 in USD) a month. Meta is also offering prospective users a free one-month trial of the service.
The idea seems to be closely modeled after Snapchat+, which also offers bonus features to the app's power users. Launched in 2022, the service has racked up more millions of subscribers and has become a significant driver of non-advertising revenue for the company.
Now, Meta is looking to boost its subscription revenue too. The company said earlier this year it would test new types of subscriptions, including those focused on AI features. Elsewhere, Meta has also been pushing its Meta Verified subscriptions more aggressively. Over the last several weeks, I've repeatedly seen promotions for discounted Meta Verified plans with an initial one-month trial starting at $1 (the cheapest Meta Verified plans typically start at $14.99/month). The company has also recently tested link-sharing features in Instagram captions for subscribers and limits on link-sharing on Facebook for non-subscribers.
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