The company confirmed the test on Monday, introducing the subscription plan called Meta’s Instagram Plus.

It is currently being tried in a small number of countries, although the company has not released a full list.

With this subscription, users can watch Stories without appearing on the viewer list. They can also see how many times their own Stories have been rewatched.

This enhances privacy for users, allowing people to create multiple audience lists for Stories.

Instead of relying on the usual “Close Friends” option, users can group followers and decide who sees each post. That adds more flexibility, particularly for users who share different content with different circles.

Subscribers can keep a Story live for 48 hours instead of the usual 24 and also highlight one Story each week, pushing it to the front so more followers see it.

On top of that, the subscription introduces animated “Superlikes” and a search tool that lets users quickly check if a specific person viewed a Story.

Pricing depends on the country. In Mexico, it costs MX$39 per month. In Japan, the price is ¥319, while users in the Philippines pay PHP 65 monthly. That places it roughly between $1 and $2, making it cheaper than similar offerings from other brands.

The test puts Instagram in closer competition with Snapchat, whose Snapchat+ service has grown to more than 25 million subscribers. It also overlaps slightly with paid features on X, although those focus more on verification and account perks.

Meta says this new plan is separate from Meta Verified, which targets creators and businesses. Instagram Plus is aimed at everyday users who want better management over how they post and interact, not minding a subscription.

Still, not everyone is convinced. Some users have questioned the need to pay for features they believe should be free. Others point to the growing number of digital subscriptions they already manage.

Advertising still brings in most of Meta’s income, but the company is testing new ways to earn directly from users. Instagram Plus is one of those experiments.

The fan challenges feature gives creators the ability to set prompts where followers can submit posts or Reels as entries. Participation is already commendable. In the past three months alone, over 1.5 million entries have been submitted, leading to more than 10 million comments and reactions across the platform. Facebook confirmed that the feature is only available to creators with more than 100,000 followers.

Superstars such as Cardi B, Ed Sheeran and J Balvin have been quick to embrace the feature, encouraging their followers to take part and rewarding them with custom recognition. Cardi B’s fans now carry the “Bardi Gang” badge, Sheeran’s community identifies with “Sheerio,” while J Balvin’s supporters proudly display “La Familia.”

Badges are not new on Facebook, but the platform is now offering personalised versions to highlight stronger fan connections. According to Facebook, more than 500 million users worldwide have accepted either a custom badge or a standard top fan badge. 

Once accepted, badges appear alongside comments on creator pages and can also be displayed on user profiles.

Fans who consistently engage with posts are most likely to earn these badges. When creators offer customised options, followers are notified and can choose to accept and showcase them. 

Facebook explained the update this way: “We’re introducing new ways for you to go from follower to fan, making it easier to connect with and be recognised by the creators you love on Facebook.”

A central hub, known as the fan challenge homepage, has also been created. This serves as a leaderboard where entries with the highest reactions are ranked, giving creators the chance to highlight top-performing content and encouraging wider participation.

Facebook says creators can use these tools to grow campaigns, strengthen communities, and increase visibility. For fans, the updates provide recognition and visibility while offering new opportunities to connect with like-minded users.

The company described the latest update as a way of “making fandom on Facebook even more fun with new features that help you engage with and be recognised by your favourite creators, while connecting with other fans who share your interests.”