Instagram hits 3 billion montly users as it doubles down on DMs and Reels

Instagram has crossed 3 billion monthly active users, marking another turning point for the app that began life as a simple photo feed in 2010. The scale is enormous; nearly half the world now logs in every single month. And now, Meta is reworking Instagram’s priorities to match. Here’s what’s changing on Instagram as it hits this milestone.

The big shift: From posting to private

Instagram’s head, Adam Mosseri, says most of the platform’s recent growth has come from three things: direct messages, Reels, and algorithm-driven recommendations. The app will now lean harder into those areas.

The upload button on the bottom bar is being replaced by a shortcut to DMs, a small but telling change that underlines how much time users now spend in private chats rather than public posts.

Taking control of the feed

To give users more say in what they watch, Instagram is testing a feature that lets people adjust the algorithm powering Reels. You’ll be able to confirm or dismiss topics the app thinks you like, or even pause content that’s no longer relevant.

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Mosseri says the feature could later expand beyond Reels into the broader feed, giving users finer control over what fills their screen.

Why 3 billion matters

Instagram last passed a milestone in 2018, when it reached 1 billion monthly users. Hitting three times that number in seven years shows how central it has become to online culture.

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The new user controls and interface tweaks reflect an effort to keep people engaged while also giving them more agency over what they see. For creators, brands, and everyday users alike, the app is evolving into something closer to a personalised media hub than a one-size-fits-all social network.