Meta Launches Instagram Plus Subscription at $3.99 Monthly

Meta Unveils Instagram Plus Subscription Service for $3.99 Monthly

Meta is launching an Instagram subscription service named Instagram Plus at a monthly cost of $3.99. This new feature offers extended story durations, with subscribers able to set their stories to last for 48 hours instead of the standard 24 hours for nonpaying users.

The company stated in a Thursday post that “the Instagram you know and love today isn’t changing — this subscription is simply an optional upgrade for people who want more.” Paid subscribers can also create multiple audience lists, access new audience metrics such as story rewatch counts, and search to see if specific viewers watched their stories.

Instagram Plus allows users to customize the app icon, choose different fonts for bios, and post content without it appearing in friends’ feeds. Meta announced plans to introduce more features for Instagram Plus in the coming months.

In addition to the subscription service, Meta launched AI agents for businesses on Wednesday, called the Meta Business Agent, which can work across its apps including WhatsApp, Messenger, and Instagram to recommend products, answer customer questions, and carry out other tasks autonomously. This move reflects the growing interest in agentic AI among businesses looking to reduce labor costs.

Meta’s decision comes as it continues to focus on artificial intelligence, with plans to lay off 8,000 employees or 10% of its workforce in April to cut costs and invest more in AI technology.