Instagram subscriptions let creators charge their most engaged followers a monthly fee for exclusive content, such as subscriber-only stories, Lives, reels, posts and broadcast channels. To offer them, you need a professional account with at least 10,000 followers, be 18 or over, and live in one of the countries Instagram lists. Instagram's own Help Centre says its revenue share is currently zero, but Apple and Google take their standard in-app purchase fee.
You choose the monthly price yourself, and followers pay through an in-app purchase on their phone. Subscribers get a badge, and their access lives in an exclusive content tab on your profile. Below is everything Instagram's Help Centre says about who qualifies, how to switch it on and what you keep.
The detail that changes what you earn: the fee comes from the app store, not Instagram. Instagram's Help Centre says its own share is currently zero, while Google and Apple collect their standard fees on in-app purchases. Because followers subscribe on their phones, that store cut applies to most subscriptions. Price with it in mind.
Who can offer Instagram subscriptions
Instagram's eligibility page lists these requirements. You must:
- Have a professional account with at least 10,000 followers.
- Be 18 or older.
- Meet the Partner Monetisation Policies and stay within the Community Standards and Content Monetisation Policies.
- Agree to the Instagram Subscriptions Terms of Use.
- Live in a country where subscriptions are available.
One rule surprises people: accounts that mainly post content focused on children can't offer subscriptions, whatever their follower count.
Countries where it's available
Instagram's Help Centre lists these countries right now: Argentina, Australia, Austria, Belgium, Brazil, Bulgaria, Canada, Chile, Colombia, Croatia, Czechia, Denmark, Estonia, Finland, France, Georgia, Germany, Ghana, Greece, Hungary, India, Indonesia, Ireland, Italy, Japan, Latvia, Lithuania, Luxembourg, Malaysia, Mexico, Netherlands, New Zealand, Peru, Poland, Portugal, Romania, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Taiwan, Tanzania, Thailand, Turkey, Uganda, United Kingdom, United States.
India is on the list. Pakistan, Bangladesh and the UAE aren't, at the time of writing. Instagram adds countries over time, so if you're near the follower target, check your dashboard rather than relying on any list, including this one.
How to check if you're eligible
Open the Instagram app, go to your profile and tap Professional dashboard. If you're eligible, you'll see an option to set up subscriptions. If you don't see it, you're either under a requirement or in a country that isn't on the list yet. If the menu name looks different on your phone, search your Instagram settings for the word subscriptions.
Setting up your subscription, step by step
- In the Instagram app, go to your profile and tap Professional dashboard. You can also find it in your settings.
- Scroll down and tap Monetisation.
- Tap Subscription.
- Select your monthly price, then tap Publish.
- Tap Done on the confirmation screen so people can start subscribing from your profile.
Instagram says your followers are notified automatically in three days, through their activity feed and a Subscribe button on your profile. If you'd rather tell them straight away, tap Notify now. You can also offer a discount to get early subscribers moving, and create promo and welcome reels from your subscription settings.
You'll need a payout account to receive the money. I walk through it in how to set up an Instagram payout account.
What subscribers see
| Benefit | How it works |
|---|---|
| Subscriber stories | Appear before regular stories for active subscribers |
| Subscriber posts and reels | Boosted in personalised feeds, but not always first |
| Subscriber Lives | Live videos only subscribers can join |
| Subscriber badge | Shows next to their name in comments and in your inbox folders |
| Broadcast and social channels | Subscriber-only channels for updates and chat |
| Exclusive content tab | One place on your profile for everything they paid for |
The badge works as an advert too. Followers who aren't subscribed can see it when a subscriber comments on your feed posts, and tapping it prompts them to subscribe. Note that posts in the Following and Favourites feeds stay in time order, so subscriber posts won't jump the queue there.
What to put behind the paywall
Subscribers pay for access and for things they can't get from your public feed. Ideas that suit most niches:
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- A weekly subscriber Live where you answer their questions first.
- Behind-the-scenes stories: drafts, prep, the bits that didn't make the main post.
- A broadcast channel with early news, discount codes or a weekly tip.
- Subscriber-only reels that go deeper than your public ones.
Rules creators trip over
- Music: the regular music library is generally not available for subscriber-only content. Use Meta's Sound Collection or music you own and are authorised to use.
- Price changes: a new monthly price applies only to new subscribers. Existing subscribers keep paying what they signed up for.
- Facebook is separate: Facebook Subscriptions and Instagram subscriptions are different products with different rules.
- Instagram Plus is something else: you'll see Help Centre pages about it, but they're not about creator subscriptions.
What creators earn
Your income is your monthly price multiplied by your subscribers, minus the app store's cut and any tax. Instagram doesn't publish typical earnings, and I'd be wary of anyone who quotes you a figure. A smaller group of loyal subscribers who get something they value every week is worth more than a huge audience offered nothing new.
Subscriptions sit alongside Instagram's other ways to earn, such as badges in Lives. My guides on Instagram Live badges and whether Instagram pays creators for reels cover those.
A plain scam warning: apps and accounts that promise to pay you for watching Instagram reels, liking posts or following accounts aren't Instagram. They tend to pay a tiny amount, then ask for a deposit before you can withdraw. Never pay to earn, and never share your login code.
My verdict
If you've got 10,000 followers in a listed country and a clear reason for people to pay, try it. Start with one benefit you can deliver every week without burning out, such as a weekly subscriber Live or behind-the-scenes stories. Set a price you're happy with after the store's cut, tell your audience exactly what they'll get, and keep that promise.
Frequently asked questions
How do Instagram subscriptions work?
Followers pay you a monthly price you set, through an in-app purchase. In return they get subscriber-only content such as stories, Lives, reels, posts and broadcast channels, plus a badge.
How many followers do you need for Instagram subscriptions?
Instagram's Help Centre says you need a professional account with at least 10,000 followers, and you must be 18 or older and in an eligible country.
How much does Instagram take from subscriptions?
Instagram's Help Centre says its revenue share is currently zero. Google and Apple collect their standard fees on in-app purchases.
Are Instagram subscriptions available in Pakistan?
Not at the time of writing. Pakistan isn't on Instagram's country list for subscriptions, while India is.
Can I change the subscription price later?
Yes, in Subscription settings. The new price applies only to new subscribers; existing subscribers keep their current price.
