In a new technical move that reflects Meta’s ongoing strategic shifts, the world’s most popular instant messaging platform has begun testing a new paid subscription called “WhatsApp Plus”. This striking direction comes shortly after the company launched a similar subscription on Instagram earlier this year. Similar to paid services offered by competitors like Snapchat Plus, the new subscription on WhatsApp focuses primarily on cosmetic aspects and customization tools. This option allows subscribers to pay a fee to get custom app icons, visual themes for the chat environment, unique ringtones, and other additions that give a distinct personal touch to the daily user experience. However, current data indicates that the features included in this paid plan remain purely cosmetic; users do not get core technical functions or additional communication features beyond what is already available in the basic free version.
Official confirmation of cosmetic features
Features of the “WhatsApp Plus” subscription have been spotted by multiple users tracking technical updates, including social media consultant Matt Navarra. Following these leaks, the company officially confirmed this test in a special press release to TechCrunch. A Meta spokesperson said in this context: “WhatsApp is testing a new, optional subscription called WhatsApp Plus, designed specifically for users who want more ways to organize and customize their app experience. Standout features include expanded pinned chats, custom lists, new chat themes, and more. We are now starting a small-scale test to gather feedback and ensure we’re building something people find truly valuable.”
Doubling pinned chats and deeper customization
In addition to cosmetic features such as custom themes and exclusive ringtones, the company will allow subscribed users to pin up to 20 chats at the top of their chat list, a notable and highly practical improvement compared to the current limit in the free tier, which is restricted to just 3 chats. Furthermore, subscriptions will allow users to apply specific themes, ringtones, and custom notifications to certain chat lists, making it easier for users to distinguish between work groups, friends, and family just by hearing the notification tone or seeing the chat background color.
Pricing details and the absence of ad removal
While the company has not officially set the final pricing structure for this service, WABetaInfo, a site specializing in tracking app updates, indicated that the plan might launch at €2.49 per month in European markets, and 229 Pakistani rupees—equivalent to $0.82 USD—in Pakistan. The site also noted that the company is offering a one-month free trial period for users to encourage them to test the new features before actually committing to payment. Interestingly, there is no mention of the possibility of removing ads from the “Status” feature, where the company began displaying ads over the past year, meaning subscribers may continue to see ad content despite paying subscription fees.
Historical and economic overview of WhatsApp revenue
The idea of paying to use WhatsApp is not entirely new; over a decade ago, the app charged a $1 دولار subscription fee in certain geographic regions. However, after Facebook (now Meta) acquired the app, the company dropped these fees entirely in 2016. Since then, the company has built its core business model around allowing businesses to reach users via WhatsApp, and letting them create click-to-WhatsApp ads across its other platforms.
This model has turned into a massive and lucrative business for Meta. The company stated during its fourth-quarter 2025 earnings call that its app family revenue jumped 54 percent year-over-year to reach $801 million, an increase largely driven by paid messaging on the WhatsApp platform. The company also clarified that WhatsApp revenue surpassed a $2 billion annualized run rate in the fourth quarter. Since “WhatsApp Plus” represents an early test in very limited markets, only a small fraction of WhatsApp’s user base of over 3 billion users will be able to purchase the paid plan at this time. This means the move will not drastically alter the company’s balance sheets in the near term, but it certainly paves the way for investment opportunities and new trends in the near future.
Frequently Asked Questions
What is the new WhatsApp Plus subscription?
It is a paid, optional subscription currently being tested by Meta that provides users with cosmetic and customization features such as changing the app icon, using new chat themes, setting custom ringtones, and pinning up to 20 chats to the top of the list instead of 3.
How much does the WhatsApp Plus subscription cost?
According to preliminary reports and leaks, the subscription is expected to cost about €2.49 per month in Europe, and 229 Pakistani rupees (equivalent to $0.82 USD) in Pakistan, with the company offering a one-month free trial period for new subscribers.
Will the paid subscription remove ads in WhatsApp Status?
No, so far the paid subscription features do not include any official mention of removing the ads that the company began showing users in the “Status” feature last year.
Will WhatsApp become completely paid for all users?
No, the current version of the WhatsApp app will remain free. The “WhatsApp Plus” subscription is an optional feature for those who want additional cosmetic customizations, and it will not affect the core functionality for regular users.
