Meta begins testing WhatsApp Plus premium subscription model

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TL;DR

Meta is testing WhatsApp Plus, an optional paid subscription offering themes, stickers, extra chat pins and customization tools while keeping regular WhatsApp free. Pricing is reportedly starting at €2.49/month in some markets. 

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Meta has begun testing WhatsApp Plus, an optional paid subscription that adds premium customization and chat-management features to the messaging app, marking one of the clearest signs yet that the company wants to monetize WhatsApp directly without charging for core messaging.

The limited rollout is currently aimed at select Android users, with iOS support expected later. Reported pricing starts at €2.49 per month in Europe, though rates may vary by market. Core WhatsApp services — messages, calls and end-to-end encryption — remain free.

WhatsApp Plus focuses on convenience and personalization rather than essential features. Early versions include premium stickers, app themes, custom icons, exclusive ringtones, the ability to pin up to 20 chats, and bulk settings for chat lists. That mirrors subscription models like Snapchat+ and Telegram Premium, where users pay for enhancements instead of access.

“WhatsApp is testing a new, optional subscription called WhatsApp Plus, designed for users who want more ways to organise and personalise their experience,” a Meta spokesperson said in reports.

Why it matters: WhatsApp has more than 2 billion users globally, but Meta has historically earned from business messaging tools and click-to-WhatsApp ads rather than consumer subscriptions. A low-cost paid tier could create recurring revenue from power users while keeping the mass-market app free.

The move also reflects a broader platform trend. Social apps increasingly use subscriptions to diversify revenue as ad markets become more volatile and privacy rules tighten. If WhatsApp Plus gains traction, Meta could expand into premium productivity tools, AI features or advanced communication controls.

For users, the immediate takeaway is simple: nothing changes unless they opt in. But for Meta, this is a strategic test of whether the world’s largest messaging app can turn personalization into a paying habit.