Summary: WhatsApp is testing a paid subscription, WhatsApp Plus, at approximately EUR 2.49 per month, offering enhancements like 18 chat themes, custom icons, exclusive ringtones, and expanded pinned chats. This follows Instagram Plus, launched on 30 March in three markets. These represent Meta’s first paid tiers across its apps, part of a strategy to diversify as it invests $115-135 billion in AI infrastructure while ads still make up over 95% of its $201 billion revenue.
WhatsApp is trying out a subscription, WhatsApp Plus, offering upgrades like chat themes, custom app icons, exclusive ringtones, and expanded pinned chats for about EUR 2.49 per month in Europe. This follows Instagram Plus, which started in Mexico, Japan, and the Philippines on 30 March, providing features like anonymous Story viewing and a longer Story duration. This is Meta’s first attempt at consumer-paid tiers across its platforms, aligning with a strategy announced on 26 January for premium plans on Instagram, Facebook, and WhatsApp.
A Meta spokesperson told TechCrunch that WhatsApp Plus is “designed for users wanting more ways to personalize their experience,” with a “small test to get feedback and ensure it’s valuable.” The subscription is only available to a few of WhatsApp’s 3.3 billion monthly users, on Android beta version 2.26.15.11 in select areas. iOS support is set for later.
What the money buys
WhatsApp Plus includes 18 new chat themes (like Vibrant Blue to Fuchsia Pink), 14 alternative app icons, 10 exclusive ringtones, animated sticker packs, and the ability to pin up to 20 chats vs. three in the free version. Messaging, calls, and encryption remain free. The upgrades are mostly cosmetic, without additional storage, AI assistance, or functional enhancements beyond pinned chats and custom lists.
Pricing is adjusted for purchasing power: EUR 2.49 in Europe, MX$29 (around $1.60) in Mexico, PKR 229 (around $0.82) in Pakistan, with a one-month free trial. It’s priced lower than competitors, like Telegram Premium at $4.99/month offering more features, or Snapchat+ at $4/month. WhatsApp Plus costs less, betting on its large user base to make up for the lower price.
Instagram Plus, launched earlier, provides functional upgrades: anonymous Story viewing, unlimited audience lists, a weekly Spotlight boost, rewatch insights, 48-hour Story extension, and animated Superlikes. Pricing also varies by region: MX$39 in Mexico, JPY 319 in Japan, PHP 65 in the Philippines. Neither subscription is announced for the US or broader Europe.
Why Meta is doing this now
Advertising still makes up over 95% of Meta’s $201 billion revenue in 2025. While not in financial trouble, Meta is spending $115 to $135 billion on AI infrastructure, like a $27 billion Nebius venture for data centers and integrating Muse Spark. Projected savings from workforce restructuring starting 20 May, are $7-8 billion annually, yet only partly cover infrastructure costs.
Subscriptions won’t solely close the revenue gap. If 1% of WhatsApp’s 3.3 billion users subscribe at the European price, it generates about $1 billion annually; at the Pakistan price, less than $325 million. These aren’t transformative numbers for a $201 billion revenue company but offer diversification from ad-dependency amidst AI-driven changes threatening the time spent on ad feeds.
WhatsApp’s business messaging service crossed a $2 billion annual run rate in late 2025, growing 54% YoY. The consumer subscription complements this, targeting a different audience with personalization instead of communication infrastructure.
The regulatory dimension
Meta’s European subscription strategy faces constraints. The European Commission found in July 2024 that Meta’s “pay or consent” model, which required EUR 9.99/month