WhatsApp tests new subscription tier called WhatsApp Plus

WhatsApp is testing a new, optional subscription tier called WhatsApp Plus, introducing a direct consumer-payment model to the messaging platform. According to a Meta spokesperson, the subscription is “designed for users who want more ways to organize and personalize their experience.” The features of this paid plan are largely cosmetic, offering users aesthetic customization rather than major functional changes. The test was spotted by social media consultant Matt Navarra and subsequently confirmed by Meta. The move represents a consumer-facing subscription model similar to existing tiers like Snapchat+ and those on Instagram.

The specific features included in the test focus on personalization and organization. According to a Meta spokesperson, these features include:

• Expanded pinned chats, allowing users to pin up to 20 chats instead of the current free-tier limit of three.
• Custom lists and new chat themes.
• Other cosmetic options like custom ringtones and notification tones.

While Meta has not officially specified the pricing for the tier, the tech blog WABetaInfo reported that the subscription plan might be priced at €2.49 per month in Europe and 229 PKR ($0.82) in Pakistan. WABetaInfo also noted that the company is offering a one-month free trial to users.

This test marks a notable departure from WhatsApp’s historical monetization strategy. More than a decade ago, WhatsApp charged a $1 subscription fee in some regions, but the company ditched the fee in 2016 after being acquired by Meta. Since then, the platform has focused its business model on corporate tools, such as click-to-WhatsApp ads and paid business messaging. This strategy has become a significant revenue driver for Meta. During its Q4 2025 earnings call, Meta reported that its family of apps’ revenue jumped 54% year-on-year to $801 million, a surge driven significantly by paid messaging on WhatsApp. Meta also asserted that WhatsApp revenue crossed a $2 billion annualized run-rate in Q4. Because WhatsApp Plus is an early test in limited markets, only a small portion of WhatsApp’s 3 billion-plus user base will have access to the paid plan, meaning it is unlikely to significantly impact Meta’s balance sheets in the near term.

Why it matters

This test signals Meta’s ongoing effort to monetize its massive user base through direct subscriptions, though the current limited scope suggests it is not yet a primary revenue driver compared to its business messaging products.