Instagram is now experimenting with removing 'likes' worldwide

InstagramJeff Chiu/AP

Instagram has been experimenting with removing "likes" from posts, and now, it's expanding that test worldwide, Josh Constine at TechCrunch first reported.

The company has been removing likes from some accounts in Australia, Canada, Brazil, Ireland, Italy, Japan, and New Zealand since July. Then, last Friday, Instagram CEO Adam Mosseri announced that the experiment would expand to this US beginning this week. An Instagram spokesperson confirmed to Business Insider that Thursday begins a worldwide rollout.

But not every user will lose likes, only those who are included in the test. And if you are part of the test, the change may not be permanent.

"While the feedback from early testing has been positive, this is a fundamental change to Instagram, and so we're continuing our test to learn more from our global community," the spokesperson said.

Instagram appears to be mulling the change after critics have come after the app for its effect on users' mental health, and Mosseri said as much on stage at Wired25 last week.

"We will make decisions that hurt the business if they help people's well-being and health," Mosseri said on stage at the event, Wired's Adrienne So first reported.

Some influencers and celebrities have complained that this change will hurt them, while others say it won't affect their businesses. Instagram says it is working on ways to help creators while it experiments with removing likes.

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