Overview
- Instagram began a global rollout of Instagram Plus on June 4, 2026, and users can subscribe for $3.99 per month through their profile settings.
- The paid tier launches with 11 exclusive features that include 48-hour stories, multiple story audiences, story rewatch and viewer search insights, custom app icons and bio fonts, and up to six profile pins.
- Instagram says the free app will not change for nonpaying users and that the subscription is an optional upgrade only for people who want extra tools and insights.
- Meta also introduced Meta Business Agent, an AI agent for businesses that works across Instagram, WhatsApp and Messenger, as part of the company’s push to build new AI-driven products.
- The subscriptions follow Meta’s April announcement of roughly 8,000 job cuts and are presented as a way to diversify revenue streams so the company can fund large expected AI infrastructure spending, which could shift more advanced features behind paywalls over time.