Screenshots promoting Instagram Plus have surfaced in the Philippines and Mexico, revealing a subscription service offering exclusive Story tools. Users can create multiple audience segments for Stories, track viewers without being detected, extend Stories beyond 24 hours, and use ‘spotlight’ Stories and ‘super hearts’ for reactions. Meta confirmed the test to Engadget, calling it a ‘preview’ available in select countries.

The feature allows users to view partial Stories anonymously, a nod to Snapchat+’s premium model. Launched in 2022, Snapchat+ has driven non-ad revenue for its parent company, suggesting Meta aims to replicate this success. Critics question the ethics of monetizing privacy, but the move aligns with Meta’s push to diversify income beyond ads.