Instagram is experimenting with a new toggle that allows users to view only posts from accounts enrolled in its paid verification program, Meta Verified.

The test signals Instagram’s continued push of its subscription service.

New Toggle Highlights Meta Verified Content

On Monday, Instagram head Adam Mosseri announced the platform is trying out a Meta Verified filter. The toggle lets users opt to see just posts from creators and businesses who pay $12-$15 per month for verification.

The filter will appear as a main feed option alongside “Following” and “Favorites” when tapping Instagram’s logo. Its prime placement could entice more users to pay for verification to gain visibility.

Part of Broader Subscription Push

The test represents Instagram’s latest move to promote Meta Verified subscriptions, which launched earlier this year. The program verifies accounts and provides perks like special support and protection from impersonation.

After initial trials in Australia and New Zealand, Meta Verified became available in the U.S. It opened to business accounts in September as Instagram pushes for more customer sign-ups.

Meta Verified Perks Appear Similar to Competitors

Meta Verified offers subscribers a blue verification checkmark identical to counterparts on Facebook and Twitter. But it drew inspiration from competitors in other perks.

Like Twitter Blue, Meta Verified aims to make subscribers more prominent on the platform. Twitter has faced backlash for allowing Blue users’ replies to appear higher up.

Meta Verified also offers direct access to live support specialists, similar to YouTube Channel Memberships and other creator subscription models.

Mosseri: New Toggle Being Tested With Small Group

In his announcement, Adam Mosseri did not provide details on the Meta Verified filter test’s scope. He simply urged users to share feedback if they gain access to the feature.

This implies Instagram is trying out the toggle with a limited sample of its user base for now. Broader rollout would likely depend on the reaction and data from initial testing.

Walking Fine Line After Competitor Stumbles

Instagram must walk a careful line as it experiments with paid verification and visibility. Twitter’s chaotic rollout of Blue Verified led to confusion and impersonation issues.

By testing slowly and offering robust account security, Meta hopes to avoid backlash while still driving Meta Verified subscriptions. But more prominent placement risks undermining content integrity if not handled judiciously.

In summary, Instagram is exploring a new channel to highlight Meta Verified users and potentially incentivize purchases. But the company will likely tread cautiously to avoid amplifying bad actors on its platform.