WhatsApp is testing a new subscription tier that will allow users to pay for customized icons, themes, ringtones, and more, similar to Instagram Plus and Snapchat+. The paid plan features are mostly cosmetic. Many additional features are not available to users.
WhatsApp Plus has attracted the attention of many users, including 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,” a Meta spokesperson said. “Premium features include expanded pinned chat, custom lists, new chat themes, and more. We’re starting with small tests to gather feedback and make sure we’re building something that people truly find valuable.”
The company did not disclose pricing, but WABetaInfo noted that the plan could cost 2.49 euros per month in Europe and 229 Pakistani kronor ($0.82) in Pakistan. The blog said the company is also offering users a one-month free trial.
In addition to features like custom themes and ringtones, the company will allow users to pin up to 20 chats instead of the current free tier limit of three. The subscription also allows users to apply specific themes, ringtones, and notification sounds to their chat list. What is noteworthy is that there is no mention of removing ads from the status feature, which the company started advertising last year.
More than a decade ago, WhatsApp charged a $1 subscription fee in some regions, but the company eliminated the fee in 2016 after being acquired by Facebook. Since then, the company has built its business around enabling businesses to reach users on WhatsApp and allowing users to create click-to-WhatsApp ads.
This has become an important business for Meta. The company announced in its fourth quarter 2025 earnings call that revenue for its family of apps increased 54% year-over-year to $801 million, with paid messaging on WhatsApp driving a significant increase. The company also announced that WhatsApp’s revenue exceeded $2 billion annually in the fourth quarter.
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WhatsApp Plus is in early testing in a limited market, so only a small portion of WhatsApp’s over 3 billion user base will be able to purchase paid plans. In other words, the company’s balance sheet is unlikely to move significantly in the short term.
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