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Instagram Plus: What it is, costs, and what it means for brands

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Instagram Plus: What it is, costs, and what it means for brands

For years, people have looked for ways to watch Instagram Stories without showing up in the viewer list. Now there’s an official one, and it costs $3.99 a month.

That’s just one of the perks in Instagram Plus, Meta’s new paid subscription. Here’s everything it includes, who it’s for, and whether it should be on your radar.

Instagram Plus is a monthly subscription that unlocks extra features inside Instagram. It includes upgrades like:

Despite the name, Plus isn’t a business tool. Meta pitches it to everyday users, helping you “express yourself” and “connect deeper with friends.”

If you don’t want to pay for Plus, nothing changes. Instagram Head Adam Mosseri confirmed the free version of the app is staying the same.

Anna Nguyen, Head of Growth at Lumi, sees Plus as Meta testing whether people will pay for a better version of an app they already use for free.

“If this works, we could see a future of social media where users have to subscribe to get a better, more personalized, and controlled experience,” she says.

Understand what matters, decide what to do next, and take action across every social workflow — all from one connected suite.

Instagram Plus and Meta Verified are both paid subscriptions from Meta, but they do very different jobs.

Plus adds features for everyday users. Meta Verified is geared towards businesses and creators. It gives you a verified badge, protection against impersonators, and access to 24/7 account support.

99 a month. Meta started rolling it out globally in June 2026, after testing it in a few markets earlier in the year.


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