Meta is quietly testing a new paid subscription tier for WhatsApp, called WhatsApp Plus, rolling it out to a small group of users. The optional add-on is designed for those who want greater personalization and organizational control over their messaging experience.
What WhatsApp Plus Offers
The subscription includes a range of premium features: custom app icons, theme changes, premium stickers, exclusive ringtones for calls and messages, additional chat sorting options, and the ability to pin up to 20 chats — a significant jump from the current three-chat limit. Meta confirmed the test to TechCrunch, stating the company is gathering feedback to ensure it is building something users find genuinely valuable.
Pricing has not been officially announced, but according to WABetaInfo, the package is expected to cost around 2.49 euros, roughly $2.35 per month.
Part of Meta’s Bigger Subscription Push
This launch follows closely behind Meta’s recently announced Instagram Plus subscription test, signaling a broader strategic push into recurring subscription revenue. Meta already earns an estimated $2 billion annually from its Meta Verified packages across Facebook and Instagram, with approximately 35 million users subscribed.
The trend traces back to Elon Musk’s aggressive push for paid social media following his Twitter acquisition in 2022, which inspired platforms like Snapchat and Meta to explore similar revenue models.
Whether users embrace WhatsApp Plus remains to be seen, but Meta’s growing subscription portfolio suggests the company is betting heavily on paid features as a long-term revenue stream.