WhatsApp Begins Testing Premium Subscription for Cosmetic Customizations

WhatsApp has begun testing a premium subscription service, following Instagram's lead earlier this year as part of Meta's push to diversify revenue beyond advertising. The new offering, spotted in recent app tests, primarily provides cosmetic customizations and additional features, while keeping core messaging free for all users. According to TechCrunch, these enhancements are mainly aesthetic, building on a strategy Meta announced months ago to introduce paid tiers across its apps.

This move aligns with Meta Platforms Inc.'s broader effort to create subscription-based income streams that complement its advertising model, as reported by Bloomberg. Parent company Meta first signaled plans in January to test premium experiences on WhatsApp, Instagram, and Facebook, promising exclusive features for more productivity, creativity, and AI capabilities. WhatsApp's version focuses on customization options, such as unique themes or interfaces, differentiating it from Instagram's earlier rollout.

The subscriptions represent a shift for Meta's family of apps, which have long relied on free access funded by ads. By offering "more control over how users share and connect," as Meta described in its initial announcement, the company aims to appeal to power users and creators without alienating the vast majority who stick to basic functions. TechCrunch notes that WhatsApp's premium tier avoids deep functional changes, positioning it as an optional upgrade rather than a necessity.

Meta's strategy includes testing varied bundles tailored to each app, informed by feedback from its Meta Verified program. For instance, the company plans to integrate advanced AI tools like the recently acquired Manus agent and Vibes video generation, initially free but with paid limits for expanded use. Bloomberg highlights how this fits into Meta's long-term goal of scaling AI subscriptions for both consumers and businesses.

Billions of users worldwide stand to be affected, particularly WhatsApp's over two billion active users who value its end-to-end encryption and simplicity. While premium features remain optional, the tests raise questions about future pricing and availability—Meta has not disclosed costs, but it promises to gather community input before wide rollout.

Looking ahead, Meta intends to expand these subscriptions in the coming months, potentially bundling AI enhancements across platforms. Success could bolster Meta's financial diversification amid regulatory scrutiny on ad revenue, but uptake will depend on whether users see enough value in the perks. As the tests progress, more details on WhatsApp's specific custom features are expected to emerge.