Instagram is testing a new subscription service in three countries that would allow paying users to view other accounts' Stories without the creator being notified. The feature, part of a broader premium test, is currently available in Mexico, Japan, and the Philippines for approximately $1 to $2 per month.
An Instagram spokesperson stated to Bloomberg that the tests aim "to understand what's most valuable to people in a premium feature set." The company did not respond to a separate request for comment from Business Insider. The trial, first reported by TechCrunch, represents Meta's latest effort to diversify its revenue streams beyond its core advertising business.
Premium Features Beyond Stealth Viewing
The subscription package includes several other perks beyond anonymous Story viewing. Subscribers can create custom audience lists that extend beyond the existing "Close Friends" feature and have the ability to extend the lifespan of their own Stories by an additional 24 hours. Currently, Instagram Stories—photos and videos shared by users—disappear after one day, and the account holder can see a list of everyone who has viewed each one.
This move aligns with a broader industry trend where social platforms introduce paid tiers. Competitors like Snapchat, X, YouTube, and LinkedIn have all launched premium subscriptions designed to unlock special features, supplement advertising income, and create more predictable revenue.
Meta's Strategy for Paid Services
In recent years, Meta has been experimenting with various subscription-based products. In 2023, it launched Meta Verified, a service starting at $500 per month for its most expensive tier, which helps protect brands from impersonation and builds credibility for creators and business accounts.
Other subscription initiatives from the tech giant include an ad-free option for users in the European Union and a separate service that lets fans pay for exclusive content from their favourite creators. The test of the new Instagram subscription, including the stealth viewing feature, is part of this ongoing strategy to develop new revenue models.
The company has not announced if or when these tested features might be rolled out to users in other regions, including the United Kingdom or the United States.