Meta Platforms’ messaging platform WhatsApp is testing a new subscription tier, “WhatsApp Plus,” offering users enhanced customization features and expanded chat controls.
The optional paid plan, currently in limited testing, focuses primarily on personalization rather than core functionality. Users will be able to access features such as custom icons, chat themes, ringtones, and notification tones.
According to the company, the subscription also allows users to pin up to 20 chats—significantly higher than the current free-tier limit of three—and organise conversations using custom lists.
“WhatsApp is testing a new, optional subscription designed for users who want more ways to organise and personalise their experience,” a Meta spokesperson said, noting that the rollout is currently limited as the company gathers feedback.
Pricing has not been officially confirmed, but reports suggest the service could cost around €2.49 per month in Europe and approximately $0.82 in Pakistan, with a one-month free trial offered to some users.
The new plan does not include additional functional capabilities such as ad removal, despite the platform introducing ads in the Status feature last year.
WhatsApp previously experimented with subscriptions over a decade ago, charging users a nominal annual fee before discontinuing it in 2016 following its acquisition by Meta.
Since then, the platform has generated revenue primarily through business messaging services and click-to-WhatsApp advertising. Meta recently reported that WhatsApp revenue exceeded a $2 billion annual run rate, driven largely by paid messaging services.
With over three billion users globally, the company’s latest move signals a cautious expansion into consumer subscriptions, though the limited rollout suggests it is unlikely to significantly impact revenue in the near term.
