Instagram tested Reels that viewers could unlock by entering a secret code. The test appeared on Instagram’s Design account in April 2025; in May, The Weeknd used the feature to hide a promotional clip from his film Hurry Up Tomorrow. Those reports documented a limited test, not a general release, and they do not establish whether the feature is available today.
What were password-locked Reels?
A locked Reel appeared behind an “Enter secret code” prompt. Early reporting also showed a hint that could help viewers work out the code. In the April 2025 example on Instagram’s Design account, the hint read “1st # in the caption,” and the reported code was “threads.” TechCrunch described the test on April 9, 2025.
Instagram’s wording, reproduced by Social Media Today, called it a feature that “lets you unlock exclusive content with a password.” The publication also quoted Instagram describing the test as a way for creators to build excitement around exclusive content and help people connect over shared interests. Social Media Today reported that explanation on May 7, 2025.
How did The Weeknd use the feature?
After the Design-account example, The Weeknd was reported as the first creator to use locked Reels officially. He shared a clip tied to Hurry Up Tomorrow behind a code prompt. Social Media Today reported the code for that historical post as “ICANTSING”; it is a detail of the 2025 example, not an indication that the code unlocks anything now. Android Central also covered the launch example on May 7, 2025.
#1 Best Overall
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Was Instagram rolling locked Reels out to everyone?
The reports establish a test in 2025, but do not confirm a broad release or the feature’s current availability. TechCrunch said Instagram had not responded to its request for comment when it covered the Design-account test, and broad release timing was unknown. Later coverage documented The Weeknd’s promotional use, not universal access. The available reports also do not establish which accounts, regions, or app versions could use the feature.
What could creators use locked Reels for?
The format could support fan teasers, exclusive previews, or campaign posts where a hint invites viewers to solve a code. Those are plausible uses of the mechanic, not proven results: the reports did not provide feature-specific figures for adoption, reach, engagement, or conversions. They also did not establish that the code prompt encrypts content or provides a security guarantee, so it should not be treated as a privacy control.
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How are locked Reels different from Trial Reels?
These features serve different purposes. A locked Reel asks a viewer to enter a code to access the content. Meta described Trial Reels as a way for creators to share content with non-followers first; they are not an unlock-by-code feature. Meta introduced Trial Reels on December 10, 2024.
Quick Recap
Best Value
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Rank #3
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