WhatsApp is testing a premium subscription, but it is mainly cosmetic

WhatsApp is testing a new subscription tier, similar to Instagram Plus and Snapchat+, that lets users pay for customized icons, themes, ringtones, and more. The paid plan’s features are largely cosmetic; users don’t get many additional functional features.

WhatsApp Plus has been spotted by 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 chats, custom lists, new chat themes, and more. We’re starting with a small test to gather feedback and ensure we’re building something people find genuinely valuable.”

While the company didn’t specify pricing, WABetaInfo noted that the plan might be priced at €2.49 per month in Europe and 229 PKR ($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 chats instead of the current free-tier limit of three. Subscriptions will also allow users to apply certain themes, ringtones, and notification tones to chat lists. Notably, there is no mention of ad removal from the Status feature, which the company began running ads on last year.

More than a decade ago, WhatsApp charged a $1 subscription fee in some regions, but after being bought by Facebook, the company ditched the fee in 2016. Since then, it has built its business around allowing companies to reach users on WhatsApp and letting them create click-to-WhatsApp ads.

This has turned into a significant business for Meta. The company said during its Q4 2025 earnings call that its family of apps’ revenue jumped 54% year-on-year to $801 million, a surge significantly driven by paid messaging on WhatsApp. The company also said that WhatsApp revenue crossed a $2 billion annualized run-rate in Q4.

As WhatsApp Plus is an early test in limited markets, only a few of WhatsApp’s 3 billion-plus user base will get to buy the paid plan. That means it won’t likely move the needle much on the company’s balance sheets in the near term.