Instagram CEO and co-founder Kevin Systrom has unveiled the new Instagram comment filter—and it’s available to everyone. “To empower each individual, we need to promote a culture where everyone feels safe to be themselves without criticism or harassment,” he wrote on the platform. “It’s not only my personal wish to do this, I believe it’s also our responsibility as a company. So, today, we’re taking the next step to ensure Instagram remains a positive place to express yourself,” he concluded.
The feature, which was first announced in July, allows users to filter out hateful and abusive comments from their posts. Celebrities were some of the first to test drive the new tool. Taylor Swift used the handy app to block the snake emoji that flooded her comment section (after the infamous phone call with Kanye West was leaked via Kim Kardashian West). Meanwhile, Kylie Jenner declined her followers the ability to comment on her photos altogether. The youngest of the Kar-Jenner clan took to Twitter to announce that she’s disabling her comments on Instagram because she’s “done with people self promoting” on her page.
Equipped with a keyword moderation tool, users are able to filter out specific words they deem inappropriate. Chrissy Teigen took to Twitter to thank Instagram for the update. The words Teigen wants to keep her comments free from? Trump, cleanse, and colon (among others).
To activate the new tool, tap the gear icon in the upper right corner of your profile page. Scroll down and select the comments bar for the option to hide inappropriate content based on your chosen keywords. These keywords and phrases can also include hashtags and emojis. When someone leaves a comment that contains one of the blocked words or phrases, he or she will see the comment—but it will be hidden from everyone else. So long, trolls.