WhatsApp is testing a new subscription tier, similar to Instagram Plus and Snapchat+, that lets users pay for custom icons, themes, ringtones and more. The features of the paid plan are largely cosmetic. Users don’t have much additional functionality.
WhatsApp Plus has been detected by many usersincluding social media consultant Matt Navarra;. The company confirmed the test to TechCrunch in a statement.
“WhatsApp is testing a new, optional subscription called WhatsApp Plus, designed for users who want more ways to organize and personalize their experience,” said a Meta spokesperson. “Premium features include expanded pinned chats, custom lists, new chat topics, and more. We’re starting with a small test to gather feedback and make sure we’re building something people really find valuable.”
While the company did not specify pricing, WABetaInfo noted that the plan can be priced at €2.49 per month in Europe and PKR 229 ($0.82) in Pakistan. The blog noted that the company is also offering a one-month free trial to users.
In addition to features like custom themes and ringtones, the company will allow users to pin up to 20 conversations instead of the current free tier limit of three. Subscriptions will also allow users to apply specific themes, ringtones, and notification sounds to chat lists. Notably, there is no mention of removing advertising from the Status feature, which the company started serving ads in last year.
More than a decade ago, WhatsApp charged a $1 subscription in some regions, but after it was bought by Facebook, the company dropped the fee in 2016. Since then, it has built its business around allowing companies to reach users on WhatsApp and allow them to create click-through ads on WhatsApp.
This has turned into a major business for Meta. The company said during its Q4 2025 earnings call that revenue from its family of apps grew 54% year-over-year to $801 million, an increase driven largely by paid messaging on WhatsApp. The company also said WhatsApp’s revenue topped $2 billion year-over-year in the fourth quarter.
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As WhatsApp Plus is an early test in limited markets, only some of the 3 billion WhatsApp users will be able to purchase the paid plan. That means it won’t move the needle much on the company’s balance sheets in the near future.
