Social media app
Free photo, video and messaging app built around Reels, Stories and direct messages, funded by advertising for brands and creators.
Social media appSince 2010Menlo Park, USA
How it started
Facebook's biggest bet on mobile.
$1Bpaid by Meta in 2012
Facebook agreed in April 2012 to buy the two-year-old photo app for cash and shares, promising to keep growing it independently.
How big it is
How big is Instagram?
3BMonthly active usersSep 2025
Its place in Meta
One of Meta's three billion-user apps.
Instagram brings Meta younger users, creators and video advertising alongside Facebook and WhatsApp.
Who it competes with
What Meta does not disclose
- Instagram revenue or profit (Meta reports only Family of Apps)
- Instagram share of Meta advertising revenue
- Daily active users for Instagram alone
The group behind itMeta
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Sources
Every number on this page comes from Meta's own reports.
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