Meta tests WhatsApp Plus subscription for premium cosmetic features

WhatsApp, owned by Meta, has begun testing a paid subscription service called WhatsApp Plus with a limited group of users, charging around €2.49 per month for mostly cosmetic enhancements like exclusive stickers, custom app themes, icons, premium ringtones, and the ability to pin up to 20 chats. According to reports from WABetaInfo and covered by The Verge, these features focus on personalization rather than core functionality, marking WhatsApp's entry into premium tiers similar to those already launched on Instagram. TechCrunch notes that the test follows Instagram's "Plus" subscription rollout earlier in the year, while The Next Web highlights the pricing and expanded options like 18 chat themes.

This move represents part of Meta's broader strategy to diversify revenue beyond advertising, as the company experiments with user-paid features across its apps. Bloomberg reports that WhatsApp is joining Instagram in offering these premium subscriptions to build a complementary income stream, especially as Meta seeks new ways to monetize its vast user base without disrupting the ad-free chat experience that defines the app. The subscriptions are positioned as quality-of-life upgrades, appealing to users who want more customization without altering WhatsApp's privacy-focused core.

For everyday users, the impact appears minimal since the features are largely superficial—think visual tweaks rather than new tools for communication or security. As reported by The Next Web, this aligns with Instagram's model, which launched in three markets on March 30 and emphasizes aesthetics over utility. Businesses and power users might find value in extras like expanded pinning, but for the billions of casual messengers, free access to WhatsApp's essentials remains unchanged, preserving its appeal in markets wary of ads or paywalls.

Looking ahead, the limited rollout suggests Meta is gauging interest before wider availability, potentially expanding to more regions or features if adoption grows. Subscription Insider indicates this fits into larger monetization plans, including ads in the Updates tab for Status and Channels—separate from chats—and paid options for creators, as confirmed by WhatsApp's VP of Product Nikila Srinivasan. While no timeline for full launch has been announced, the tests signal WhatsApp's evolution toward sustainability, affecting heavy customizers most while leaving standard users unaffected. Analysts see this as a low-risk step for Meta, balancing revenue needs with user trust.