The feature appears to be deploying in Europe at first, with Australia, New Zealand and the US due in the "coming months." Everyone else will see them by the end of the year. We've asked Instagram for details and will let you know if it can say more.

Whenever the toolset is available in your corner of the world, it'll also carry some features you might not appreciate. Analytics (to help companies see which posts are working) are good, but the features also let companies promote posts as ads. Like it or not, you may see more local stores hawking their wares in between friends' food photos and the usual celebrity endorsements.

Update: Instagram tells us that Business Tools quietly went live in Australia, New Zealand and the US in July, and they reach other countries within the "coming weeks."