Key Highlights
- WhatsApp is testing a new paid tier called WhatsApp Plus for customization features.
- The subscription focuses on themes, icons, ringtones, and expanded pinned chats.
- Pricing may start around €2.49 monthly in Europe with a free trial option.
- The feature is currently limited to small test groups globally.
WhatsApp is testing a new optional subscription called WhatsApp Plus that adds cosmetic customization features like themes, icons, and extended chat pinning. The early test signals a shift toward personalization-based monetization rather than functional upgrades. However, the rollout currently targets limited users and remains experimental.
The company confirmed the test after reports surfaced online. While the subscription adds several visual tweaks, it does not introduce major productivity or privacy upgrades yet.
What Is WhatsApp Plus and What Does It Include?
According to a statement shared with TechCrunch, Meta described WhatsApp Plus as a personalization-focused subscription designed to help users organize chats differently and customize the interface.
Users in the test group can pin up to 20 chats instead of the current three-chat limit. They can also apply unique themes to chat lists, set custom notification tones, and change interface styling.
Social media consultant Matt Navarra first spotted the feature publicly. Later, WABetaInfo reported additional details about pricing and rollout patterns.
Notably, the subscription currently emphasizes appearance rather than adding core messaging capabilities.
How Much Could WhatsApp Plus Cost?
Meta has not confirmed official pricing yet. However, early testing data suggests the subscription may cost about €2.49 per month in Europe and roughly 229 PKR in Pakistan.
Reports also indicate that some users receive a one-month free trial before the plan becomes chargeable.
This pricing strategy mirrors similar experiments seen on platforms like Instagram and Snapchat, where optional premium tiers focus on personalization rather than unlocking essential features.
Does WhatsApp Plus Remove Ads or Add New Messaging Tools?
So far, there is no indication that WhatsApp Plus removes advertisements from Status updates. Ads appeared on Status last year as part of Meta’s broader monetization push.
The subscription also does not introduce enhanced calling tools, encryption upgrades, or expanded file-sharing limits.
Instead, the focus remains on interface customization and chat organization.
That positioning suggests the plan targets power users who want more control over how their inbox looks rather than how it functions.
Why Is Meta Testing a Subscription Model Now?
WhatsApp previously experimented with subscriptions more than a decade ago. At the time, some users paid a small annual fee before Meta removed it in 2016 after acquiring the platform.
Since then, the company has relied heavily on business messaging tools and click-to-WhatsApp advertising for revenue growth.
During its Q4 2025 earnings call, Meta reported that revenue from its family of apps reached $801 million year-on-year growth in messaging-related services. The company also said WhatsApp crossed a $2 billion annualized revenue run rate during the same quarter.
The WhatsApp Plus test suggests Meta is exploring another monetization layer without affecting the core free messaging experience.
Who Can Access the WhatsApp Plus Test Right Now?
The subscription remains limited to small testing groups. Only a fraction of WhatsApp’s more than three billion users can currently see the option inside the app.
That limited rollout indicates Meta is still evaluating user interest before expanding availability globally.
For now, WhatsApp Plus appears to function as a personalization experiment rather than a major platform shift. Still, the WhatsApp test highlights how the company continues exploring optional paid layers alongside its free messaging service.
