WhatsApp is exploring a new monetization strategy with the testing of a premium subscription tier called WhatsApp Plus. Similar to offerings like Instagram and Snapchat, the new plan focuses largely on personalization features rather than adding significant functional upgrades.
WhatsApp Plus: What’s New?
According to early reports and confirmations from Meta, the subscription is currently being tested with a limited group of users. Social media consultant Matt Navarra was among the first to spot the feature.
A Meta spokesperson stated that WhatsApp Plus is designed to enhance user experience through customization and better organization tools. The premium features include:
- Expanded chat pinning (up to 20 chats vs. 3 in the free version)
- Custom chat themes and interface personalization
- Unique ringtones and notification sounds
- Advanced chat organization tools like custom lists
Despite these additions, the subscription does not introduce major functional changes such as enhanced security features or ad removal.
Pricing and Availability
While WABetaInfo reports that the subscription could cost around €2.49 per month in Europe and 229 PKR in Pakistan, Meta has not officially confirmed global pricing yet. A one-month free trial is also expected to be part of the rollout.
Currently, the feature is in early testing, meaning only a small portion of WhatsApp’s massive 3+ billion user base will have access initially.
No Major Functional Changes
One of the most notable aspects of WhatsApp Plus is what it doesn’t offer. Unlike many premium subscriptions, it does not remove ads from the Status feature—something WhatsApp introduced last year. This reinforces that the subscription is primarily cosmetic and geared toward personalization rather than utility.
A Shift in WhatsApp’s Monetization Strategy
Historically, WhatsApp operated on a minimal revenue model. Over a decade ago, it charged users a nominal $1 annual fee in select markets. However, after its acquisition by Facebook, the fee was removed in 2016.
Since then, Meta has focused on monetizing WhatsApp through business messaging and click-to-chat advertisements. This strategy has proven highly successful. During its Q4 2025 earnings call, Meta revealed:
- Family of apps revenue rose 54% year-on-year to $801 million
- WhatsApp revenue crossed a $2 billion annualized run rate
The introduction of WhatsApp Plus suggests Meta is now exploring direct-to-consumer monetization alongside its business-focused model.
Limited Impact for Now
Given that WhatsApp Plus is still in its early testing phase, it is unlikely to have a significant financial impact on Meta in the short term. However, it represents an important experiment in diversifying revenue streams from one of the world’s most widely used messaging platforms.