Meta tests Instagram Plus, a paid subscription with anonymous Story viewing and custom audience lists

Meta has begun testing Instagram Plus in Mexico, Japan, and the Philippines, with pricing as low as $1.07/month, offering features including anonymous Story viewing, Story rewatch counts, unlimited custom audience lists, and the ability to extend or spotlight Stories. The move follows Snapchat's success with Snapchat+, which recently surpassed 25 million subscribers at $3.99/month, and is separate from Meta Verified, which targets creators and businesses rather than everyday users. Meta said it will continue testing the subscription before rolling it out further, as the company looks to diversify revenue beyond its core advertising business.