WhatsApp is testing a premium subscription, but it’s cosmetic

WhatsApp is testing a new subscription feature, similar to Instagram Plus and Snapchat +which allows users to pay for photos, themes, ringtones, and more. Paid plans are more decorative; users do not get any additional features.

WhatsApp Plus has been viewed by many usersincluding TV consultant Matt Navarra. The company confirmed the test to TechCrunch in a statement.

“WhatsApp is testing a new subscription called WhatsApp Plus, which is designed for users who want more ways to organize and customize their experience,” Meta said. “Valuable features include additional chats, favorites lists, new chat themes, and more. We’re starting with small tests to get feedback and make sure we’re building what people value most.”

Although the company did not disclose pricing, WABetaInfo realized that the plan can be bought for €​​​​2.49 per month in Europe and 229 PKR ($0.82) in Pakistan. The blog noted that the company is also offering a one-month free trial to users.

In addition to features like custom themes and ringtones, the company allows users to add up to 20 chats instead of the current limit of three. Subscriptions will also allow users to access certain themes, ringtones, and notifications. In particular, there is no mention of the removal of the product from Status, which the company started marketing last year.

More than ten years ago, WhatsApp used to charge $1 for subscription in some regions, but after it was bought by Facebook, the company dropped its value in 2016. Since then, it has built its business around it allowing companies to reach users on WhatsApp and allow them to create WhatsApp ads.

This has turned into big business for Meta. The company said during its Q4 2025 earnings that its family of apps jumped 54% year-over-year to $801 million, an operation driven mostly by paid messaging on WhatsApp. The company also reported that WhatsApp’s revenue exceeded $2 billion for the year in Q4.

As WhatsApp Plus is the first test in a few markets, only a few WhatsApp’s 3 billion users can purchase paid plans. That means it won’t move the needle much on the company’s paper any time soon.