Meta-owned WhatsApp is testing a new optional paid tier called WhatsApp Plus, marking a fresh attempt to monetize its consumer app without changing the free core experience. However, the early feature set appears to be focused more on personalization than on meaningful utility upgrades.
TL;DR
-
WhatsApp is testing an optional paid tier called WhatsApp Plus.
-
The subscription includes custom themes, icons, ringtones, stickers, and more pinned chats.
-
Meta says the test is limited and aimed at users who want more organization and personalization tools.
-
The move adds to Meta’s broader push toward subscriptions across its social platforms.
WhatsApp Plus is currently being tested in a limited rollout to bring subscribers a bundle of cosmetic and light productivity features. These include custom app icons, chat themes, premium ringtones, exclusive sticker packs, and the ability to pin up to 20 chats instead of the standard limit of three.
Subscribers can also apply themes, notification tones, and related settings in bulk to chat lists, which gives the plan a small quality-of-life angle beyond pure visual customization. Even so, the overall package leans heavily toward aesthetic changes, rather than unlocking major communication, privacy, or messaging capabilities.
Meta confirmed the test 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. The spokesperson added that “premium features include expanded pinned chats, custom lists, new chat themes, and more” and said the company is starting with a small test to gather feedback.
Reports suggest the monthly pricing shown to some users is €2.49, or just under $3, though Meta has not officially announced a broad commercial launch or final pricing structure. The subscription is reportedly rolling out first to a limited number of Android users, while iOS support is expected later.
The development is notable because WhatsApp has historically kept consumer messaging free, after dropping its old $1 annual subscription model in 2016 following Facebook’s acquisition. Since then, Meta has largely monetized WhatsApp through business messaging tools, click-to-WhatsApp ads, and commercial services for enterprises.
WhatsApp revenue crossed a $2 billion annualized growth rate in the fourth quarter of 2025, with Meta saying paid messaging played a major role in the growth of its Family of Apps business. That means WhatsApp Plus is less about replacing existing revenue engines and more about testing whether consumer subscriptions can become a meaningful second stream.
Topics for more insights:
The timing also lines up with Meta’s wider subscription experiments. Earlier this year, the company began testing Instagram Plus, signaling a broader strategy to sell optional enhancements across its social platforms while keeping essential features free.
For now, WhatsApp Plus looks like a relatively low-risk trial. It gives power users extra control over appearance and chat organization, but it does not yet change the platform in a major way. Whether users embrace paying for cosmetic upgrades alone will likely determine how far Meta pushes this model.
