Meta is launching Instagram Plus and Facebook Plus subscription tiers alongside a new feature called Instagram Instants for sharing disappearing photos [1].
These updates signal Meta's continued strategy of integrating popular features from competitors to maintain user engagement and create new revenue streams. By mirroring the core functionality of platforms like Snapchat and BeReal, the company aims to capture younger demographics and diversify its income beyond advertising [1], [2].
Instagram Instants allows users to share unedited photos that vanish after viewing [2]. This functionality is available through the main Instagram platform, though some reports indicate it is also offered as a separate standalone app [2], [4].
Concurrent with the new photo feature, Meta is rolling out the Plus subscription tiers for both Instagram and Facebook [1]. These paid memberships are designed to generate direct consumer revenue, moving the company toward a hybrid model of advertising and subscription services [3].
The rollout began in April 2026 [2], [3]. The move follows a long history of Meta adopting tools from other social media apps to prevent user churn, a tactic that has previously included the launch of Stories and Reels.
Meta said it has not provided specific pricing for the Plus tiers in the initial announcement [1]. The company continues to iterate on its ecosystem to ensure that users do not need to leave its suite of apps to find the latest social trends [3].
“Meta is launching Instagram Plus and Facebook Plus subscription tiers.”
Meta is shifting from simply copying features to monetizing them through subscription models. By introducing 'Plus' tiers alongside a Snapchat-like clone, the company is attempting to lock users into a paid ecosystem while neutralizing the competitive advantage of smaller, niche platforms that rely on specific engagement hooks like disappearing content.
