Instagram Launches Paid 'Instagram Plus' Service with Anonymous Story Viewing and More

Instagram introduced "Instagram Plus," a new paid premium subscription service launched at the beginning of June 2026, offering exclusive features and enhanced content control. The standard Instagram app remains free and unchanged for all users, but those opting for Instagram Plus pay $4 per month for additional capabilities.

One of the most controversial features is "Story Preview," which allows premium users to anonymously view others' Stories without appearing in the viewers list. Additionally, Instagram Plus subscribers can see detailed Story Rewatch Insights, helping them identify repeated viewers, often referred to as "stalkers." The service also enables faster manual searches within the viewers list.

Other enhancements include "Story Spotlight," which prioritizes a user's Story to appear first for their followers for 48 hours instead of the usual 24, potentially increasing views. Users can send large, colorful "super hearts" reactions to Stories, create multiple custom audience lists beyond the basic "Close Friends," and pin up to six posts at the top of their profile instead of three. Instagram Plus also offers personalized app icons, custom fonts for profile bios, and the ability to post directly to profiles or Highlights without flooding followers' feeds.

The new service has sparked mixed reactions online. Some users praise the value for $4 monthly, while others criticize it as encouraging stalking behavior. The Atlantic magazine notably condemned the feature, calling Instagram Plus "a new low" and mocking the idea of paying to "become stalkers." Despite the backlash, Instagram is moving forward with the premium offering, aiming to attract influencers and power users seeking more control and visibility.

Instagram Plus is currently available globally, with the company emphasizing that the free app experience remains intact for the majority of users.