Meta has just confirmed that it is testing Instagram Plus, a premium subscription within Instagram that promises to give you access to features that the free version simply doesn't have. And yes, you have to pay. If you've ever wanted to view Stories without leaving a trace or customize exactly who sees everything you post, this new feature will interest you—or outrage you, depending on your perspective. Mark Zuckerberg's company confirmed the existence of this feature to TechCrunch this Monday, just two months after announcing plans to test new subscription models on Instagram, Facebook, and WhatsApp. So this isn't a rumor: Instagram Plus is real and already active in some countries. What does Instagram Plus include and how does it work? The value proposition of Instagram Plus revolves around giving users more control over their experience on the platform. These are the features Meta has confirmed for subscribers: It's important to clarify that Instagram Plus is different from Meta Verified, the subscription service for content creators and businesses that offers the verification badge and protection against impersonation. Instagram Plus is designed for the everyday user, not for brands or influencers.

In which countries is Instagram Plus being tested?

Here's the interesting part: Meta hasn't officially revealed which countries it's testing in. However, screenshots shared by users on social media suggest the experiment is active in Mexico, Japan, and the Philippines.

Prices also vary by market:

It's possible the test is also running in other countries that haven't yet been publicly announced. Meta indicated it will continue testing the subscription before a wider launch, so for now, it's a limited-scale experiment.

Why does Meta want you to pay for Instagram?

The short answer: to diversify its revenue streams.Meta has historically relied on advertising to generate revenue, but the subscription model is becoming an increasingly attractive strategy for major social media platforms. The clearest example is Snapchat+, which has already surpassed 25 million subscribers with a starting price of $3.99 per month, and X (formerly Twitter), which also monetizes premium features under its Blue/Premium model. These cases demonstrate to Meta that there is a real market willing to pay for extras on social networks. The risk, of course, is subscription fatigue. Users already pay for Netflix, Spotify, YouTube Premium, and countless other services. Adding Instagram Plus to that list won't be met with universal approval. In fact, since the first screenshots were leaked, many users have already expressed their displeasure on social media at the idea of ??paying for features they expected to be free. What is clear, however, is that Meta isn't going to stop here. With similar tests planned for Facebook and WhatsApp, the freemium model appears to be the future of Meta group apps. The question remains: how many people will be willing to open their wallets for a "plus" experience on their favorite social networks?