Meta is launching a new Instagram subscription plan called Instagram Plus, priced at $3.99 per month, which offers additional features including Stories that remain visible for 48 hours — twice as long as the standard duration available to free users.
The subscription service is designed to help Meta broaden its sources of revenue, which currently rely heavily on advertising. Instagram will continue to operate as a free platform, and the company says the experience for non-subscribers will remain unchanged, according to a post published Thursday.
“The Instagram you know and love today isn’t changing — this subscription is simply an optional upgrade for people who want more,” the company stated.
Users who subscribe to the paid tier can extend the lifespan of their Stories — temporary photos and videos that typically disappear after 24 hours — to 48 hours.
Instagram Plus subscribers will also gain access to multiple audience lists, allowing them to share specific content with selected groups of followers. Meta says these tools are intended to help users build and maintain stronger connections with their communities.
The subscription also introduces enhanced audience analytics. For instance, subscribers can view how many times their Stories were rewatched, providing additional insight into which content resonates most with viewers.
In addition, paying users can quickly check whether a particular follower has viewed a Story.
Instagram Plus members will be able to customize the app’s icon rather than using the default version available to all users.
The premium plan also allows subscribers to use different fonts in their profile bios and publish content to their profiles without automatically distributing it into followers’ feeds, Meta said.
The company added that more Instagram Plus features are expected to arrive in the months ahead.
On Wednesday, Meta also unveiled AI-powered business agents known as Meta Business Agent. These tools operate across the company’s platforms, including WhatsApp, Messenger, and Instagram, and are designed to recommend products, answer customer inquiries, and perform other tasks autonomously.
The launch comes as agentic AI — considered the next stage beyond generative AI — gains traction among businesses seeking ways to reduce labor expenses. Consumers are also increasingly using the technology to handle routine administrative tasks.
The new offerings arrive as Meta continues reshaping its operations around artificial intelligence. In April, the company announced plans to cut approximately 8,000 jobs, representing about 10% of its workforce, as part of broader cost-reduction efforts while increasing investment in AI technologies.
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