WhatsApp is exploring a new subscription level, akin to Instagram Plus and Snapchat+, allowing users to pay for personalized icons, themes, and ringtones. Most features of the paid plan are cosmetic; additional functional features are limited.
WhatsApp Plus has been identified by numerous users, including social media consultant Matt Navarra. The company confirmed the trial to TechCrunch in a statement.
“WhatsApp is testing an optional subscription known as WhatsApp Plus, aimed at users desiring more ways to organize and personalize their experience,” stated a Meta spokesperson. “Premium features include expanded pinned chats, custom lists, new chat themes, and more. We’re beginning with a small test to gather feedback and ensure we build something truly valuable.”
Though pricing wasn’t specified, WABetaInfo reported the plan might cost €2.49 per month in Europe and 229 PKR ($0.82) in Pakistan, with a free one-month trial.
Besides custom themes and ringtones, users can pin up to 20 chats instead of the current limit of three on the free tier. Subscribers can apply certain themes, ringtones, and notification tones to chat lists. There’s no mention of ad removal in the Status feature, where the company began running ads last year.
Over a decade ago, WhatsApp imposed a $1 subscription fee in some regions, but after Facebook’s acquisition, the fee was eliminated in 2016. The business has since focused on enabling companies to reach users on WhatsApp and create click-to-WhatsApp ads.
This strategy has become a major business for Meta. During the Q4 2025 earnings call, the company said its family of apps’ revenue increased by 54% year-on-year to $801 million, largely due to paid messaging on WhatsApp. WhatsApp’s revenue surpassed a $2 billion annualized run-rate in Q4.
As WhatsApp Plus is in early testing in select markets, only a small portion of WhatsApp’s over 3 billion users will be able to purchase the plan, meaning it likely won’t have an immediate impact on the company’s finances.