WhatsApp is testing a paid subscription called WhatsApp Plus. The new tier 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.
The subscription mirrors what Meta has already rolled out on Instagram with Instagram Plus, and what Snapchat has done with Snapchat+.
What You Actually Get
Meta confirmed the test to TechCrunch, describing WhatsApp Plus as “an optional subscription designed for users who want more ways to organize and personalize their experience.” Premium features include expanded pinned chats, custom lists, new chat themes, and more.
The one functional upgrade worth noting: subscribers can pin up to 20 chats, compared to the three allowed on the free tier. Beyond that, the additions are largely aesthetic — custom themes, ringtones, and notification tones applied to chat lists.
The Price Tag
Meta hasn’t specified official pricing, but WhatsApp tracker WABetaInfo noted the plan may be priced at €2.49 per month in Europe and 229 PKR — about $0.82 — in Pakistan. A one-month free trial is also reportedly being offered.
The tiered pricing across markets reflects a broader strategy: extract different amounts from different economies without disrupting the core free product that billions depend on.
Trying To Make Money from WhatsApp
Meta built its WhatsApp revenue around allowing companies to reach users on the platform and enabling click-to-WhatsApp ads. That approach has paid off significantly.
During its Q4 2025 earnings call, Meta reported that revenue from its family of apps jumped 54% year-on-year to $801 million, driven largely by paid messaging on WhatsApp.
The company also disclosed that WhatsApp revenue crossed a $2 billion annualized run-rate in Q4.
