Meta is testing a paid subscription for WhatsApp called WhatsApp Plus, marking the first time the company has charged consumers directly for features on its messaging app since scrapping a $1 annual fee in 2016.
The beta, currently live for a small group of Android testers, offers users the ability to organize chats into lists and apply bulk customizations such as themes, notification tones and ringtones across multiple conversations at once. Subscribers can also pin up to 20 chats — a significant increase from the free-tier limit of three — and access premium stickers, custom app icons, and exclusive content.
Meta emphasizes that core functionalities remain untouched: end-to-end encryption, free messaging, voice and video calls, and privacy protections will continue for all users, regardless of subscription status. The company describes WhatsApp Plus as a tool for power users seeking greater control, not a move to create a tiered experience that divides its global base.
Pricing details remain unconfirmed by Meta, but leaked data from WABetaInfo suggests a monthly fee of approximately $2.99 in some regions, with European users seeing €2.49 and users in Pakistan encountering 229 PKR, equivalent to about $0.82. A one-month free trial is also being offered to early testers.
The test aligns with Meta’s broader push to monetize its family of apps through subscriptions, following similar trials for Instagram Plus. While WhatsApp has not generated direct consumer revenue in years, its business messaging tools and click-to-WhatsApp ads have driven significant growth, with WhatsApp revenue crossing a $2 billion annualized run-rate in Q4 2025 and family-of-apps revenue jumping 54% year-on-year to $801 million.
Despite the cosmetic nature of the features — which include no AI assistants, extended message history, or business-grade tools — the move signals Meta’s intent to explore new revenue streams from its three-billion-plus user base without undermining the app’s universal accessibility.
For more on this story, see WhatsApp Launches Premium Subscription for Custom Features.
How Meta is framing the WhatsApp Plus test internally and externally
Meta positions WhatsApp Plus as an optional enhancement for heavy users who want deeper personalization and organizational control, explicitly stating that no culturally defining features are being moved behind a paywall. A spokesperson told TechCrunch the test aims to gather feedback and ensure the company builds something users find genuinely valuable, echoing the cautious rollout strategy seen with Instagram’s subscription trials.
What users actually get in the current WhatsApp Plus beta
Based on screenshots and reports from WABetaInfo and 9to5Mac, the subscription enables custom lists where a single theme, tone, or icon can be applied to all chats within that list, with new additions inheriting the settings automatically. Users can also send premium stickers, select custom app icons, and access exclusive ringtones — features described by TechCrunch as largely cosmetic, with no functional upgrades to messaging, privacy, or business tools.
Why the pricing varies across regions and what it suggests about Meta’s strategy
The observed price points — $2.99/month in some areas, €2.49 in Europe, and 229 PKR (~$0.82) in Pakistan — indicate Meta is testing localized pricing tiers, likely to assess willingness to pay across different economic markets. This approach mirrors regional pricing strategies used in other digital subscriptions and suggests the company is gathering data before any wider launch.
What the WhatsApp Plus test reveals about Meta’s evolving monetization playbook
After years of relying on business messaging and ad-driven models, Meta is experimenting with direct consumer subscriptions across its apps, seeking to diversify revenue beyond advertising. The WhatsApp Plus test, while small in scale, reflects a broader institutional shift toward extracting value from engaged users without compromising the app’s role as a free, encrypted communication tool for the masses.
Is WhatsApp Plus going to replace the free version of WhatsApp?
No. Meta has stated repeatedly that WhatsApp Plus is optional and that core features like messaging, calls, and encryption will remain free for all users.
When will WhatsApp Plus be available to everyone?
There is no official release date. The feature is currently in a limited Android beta, with plans for iOS, Mac, and broader global rollout still pending further testing and feedback.