Instagram introduces controversial feature that has divided users: You can use it under one condition

Instagram is rolling out a controversial new feature within its paid Instagram Plus subscription that allows users to view Stories anonymously. This "incognito" mode means that viewers' names will not appear on the list of those who have watched a particular Story, a significant departure from the platform's long-standing transparency.

While some users welcome the added privacy, seeing it as a way to browse without leaving a social footprint, others express concern. Critics argue that this feature could undermine the transparency that has been a hallmark of Instagram Stories, potentially enabling unwelcome behaviors like stalking or covert surveillance. The ability for creators to see who views their content has been a key aspect of audience engagement, and this change alters that dynamic for paying subscribers.

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Many do not want every content view to be a social signal, especially when it comes to business competitor tracking, curiosity, or simple browsing without the desire for contact.

The anonymous viewing is part of a broader package for Instagram Plus, which reportedly costs around 3.43 euros per month. Additional features include insights into how many times a user rewatches a Story, more customizable audience lists beyond "Close Friends," the option to extend Story duration by 24 hours, and "super likes" for other users' Stories. Subscribers may also benefit from prioritized content display, which could be valuable for influencers and brands.

Meta, Instagram's parent company, tested this anonymous viewing feature in markets like the Philippines, Japan, and Mexico before integrating it into the paid model. This strategy aligns with other platforms like X and Snapchat in monetizing additional functions. The company is essentially capitalizing on a demand that users have previously sought through unofficial, and often risky, third-party tools.

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The same option could encourage unpleasant behaviors, from tracking ex-partners to covertly monitoring other users.