Meta Adds Snapchat-Like ‘Plus’ Features to Instagram and Facebook

Meta is borrowing a page from Snapchat’s playbook once again, this time with new subscription tiers for Instagram and Facebook. The company is reportedly testing Instagram Plus and Facebook Plus, paid plans that will offer users exclusive features long available on Snapchat’s premium service. It’s the latest move in Meta’s ongoing strategy of identifying what works for competitors and adapting it for its own platforms.

The new subscriptions are designed to give paying users additional perks, such as enhanced customization options, exclusive stickers and filters, and access to early feature releases. This mirrors Snapchat’s Plus model, which launched in 2022 and quickly gained traction by offering subscribers special badges, priority support, and unique visual tools. Meta’s version appears to follow a similar blueprint, aiming to generate recurring revenue while keeping users engaged within its ecosystem.

For Instagram, the Plus tier could include ad-free browsing and advanced analytics for creators, while Facebook Plus might focus on enhanced privacy controls and priority customer service. These additions are part of Meta’s broader push to diversify income beyond advertising, especially as Apple’s privacy changes have made ad targeting less effective. By charging for premium features, the company hopes to offset revenue losses and deepen user loyalty.

Critics argue that Meta’s approach lacks originality, but the company has a long history of replicating successful features from rivals. From Stories to Reels, Meta has consistently absorbed popular ideas into its platforms, often outgrowing the originals. Whether Instagram Plus and Facebook Plus will achieve similar dominance remains to be seen, but the move underscores Meta’s willingness to monetize what works, even if it means borrowing from the competition.