Instagram has launched Instagram Plus, a $3.99-per-month subscription rolling out globally on iPhone starting today. The plan brings 11 new features — all exclusive to paying subscribers — and is available now from profile settings in the iOS app. Android support has not been announced yet.
Meta CEO of Instagram Adam Mosseri confirmed the rollout via video, and Instagram’s blog describes the feature set as focused on Stories and profile customisation. The 11 features are: Story Spotlight (priority placement at the front of friends’ feeds), Super Hearts (animated heart reactions in Stories), Multiple Story Audiences (unlimited custom audience lists beyond the single Close Friends group), Story Extend (stories stay live for 48 hours instead of 24), Story Preview (view a story without triggering a seen notification), Story Rewatch Insights (see how many times each story was rewatched), and Search Viewer List (quickly find whether a specific person saw your story). Profile features include a Custom App Icon, Custom Bio Font, More Profile Pins (up to six pinned posts versus the current two), and Post Directly to Profile — which lets subscribers upload to their grid or Highlights without the post appearing in anyone’s home feed. Instagram says more features will be added over coming months.
At $3.99 per month, Instagram Plus sits well below Meta Verified at $14.99 per month, which bundles account verification, direct support access, and broader reach boosts across Facebook and Instagram. Instagram Plus is not a replacement for Verified — it’s a separate, cheaper tier aimed at regular users rather than creators seeking verification. Snapchat+ has charged $3.99 for a comparable story-and-profile feature set since 2022 and has built a sizeable paid subscriber base; Meta appears to be testing whether the same appetite exists on Instagram’s much larger user base.
The most prominent gap in the feature list is ads. Many users expected that paying $3.99 per month would reduce or remove Instagram’s advertising — the same expectation that has driven criticism of Meta Verified since its launch. Instagram Plus does not offer an ad-free tier. Meta has been clear that advertising remains the business model; the subscription adds exclusive features without touching the ad experience. That’s the “one thing missing” that generated most of the commentary when the tier was first hinted at last week ahead of today’s official rollout.
Instagram Plus is the second of Meta’s three announced subscription tiers to properly launch. Facebook Plus and WhatsApp Plus were announced alongside it last week via a low-profile video, but Instagram Plus is the first to get a structured global rollout with a dedicated blog post and clear sign-up path. Pricing for Facebook Plus and WhatsApp Plus has not been confirmed for all markets.
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