Meta is making it easier for users to jump between Facebook and Instagram accounts using a new profile-switching tool.

Anyone who uses either app will be able to hop between them if they've linked those profiles through Meta's centralized profile hub, the Accounts Center. When logged into one app, users can now easily toggle between the apps now through the profile menu, where any linked accounts will appear.

We’re introducing new features that make it easier to create, switch between and get notified for multiple profiles on @facebook and @instagram.https://t.co/JN1GXSPrFv pic.twitter.com/nztXYOoCMf

Meta encourages users to enable “connected experiences” through the Accounts Center, which unifies identity across its products. The feature is in testing for now, but the test is widely available for iOS, Android and web users around the world.

At the same time that Meta wants users to rely on a centralized account across apps, the company is also making it simpler to create and manage multiple accounts. Now users can create new accounts with an existing Instagram or Facebook login rather than signing up from scratch, which was admittedly kind of annoying just to run your finsta or whatever. The new account creation feature, also a test for now, is available globally on iOS and Android.

Whereas Meta, formerly Facebook, was once diametrically opposed to the idea of its users maintaining a bunch of different profiles, insisting on a single "real" identity instead, the company has changed its tune in recent years.

There could be a few reasons for that. A generous reading is that Meta knows digital identity is increasingly fluid and multifaceted, particularly among younger users who feel comfortable on pseudonym-friendly social platforms-TikTok, YouTube, Twitch, etc. But Meta is also well aware that TikTok, its ascendant rival, is cutting into the time people spend on its own apps. Maybe it has to juice its user engagement metrics by encouraging more accounts, more cross-platform log-ins, so things do look a little less dire on all those quarterly earnings calls and their ilk.

Yet another equally cynical reading is that Meta wants its suite of apps to be as inter-connected as possible these days, so that if regulators ever make good on threats to break it up, it won't be as easy as forcing it to sell Instagram, WhatsApp or its VR business. It will be interesting to see whether regulators in the United States will ever actually do it and if they care to unpack the technical complexities that keep its many products jumbled together if they would; in any case, this is all, and very Meta of, defending against a felt menace to their business at all cost.