WhatsApp Tests Subscription With Largely Cosmetic Perks

Similar to Instagram Plus and Snapchat+, WhatsApp is launching a new subscription tier that allows users to pay for personalized icons, themes, ringtones, and other features. There aren’t many extra useful capabilities available to subscribers of the subscription plan; most of the features are just aesthetic.

Many users, including social media strategist  and consultant Matt Navarra, have noticed WhatsApp Plus. A team from the members of the press had received a statement from the corporation confirming the test.

According to a Meta representative, “WhatsApp is testing a new, optional subscription called WhatsApp Plus, designed for users who want more ways to organize and personalize their experience.” Expanded bookmarked chats, personalized lists, new chat themes, and more are examples of premium features. To get input and make sure we’re creating something truly useful, we’re beginning with a tiny test. 

WhatsApp Plus offers premium perks focused on visual and organizational customization, including access to 18 new chat themes, 19 accent colours, 14 different app icons, exclusive sticker packs with animated overlays, 10 ringtones, the ability to pin up to 20 chats (compared to the free limit of 3), and bulk application of settings like themes or ringtones to entire custom chat lists.

The package may cost €2.49 per month in Europe and 229 PKR ($0.82) in Pakistan, according to WABetaInfo; however, the business did not disclose pricing. According to the site, customers can also take advantage of the company’s free one-month trial.

The firm would enable users to pin up to 20 chats instead of the existing free-tier restriction of three, in addition to features like personalized themes and ringtones. Additionally, users will be able to customize chat lists with certain themes, ringtones, and notification tones through subscriptions. Interestingly, the corporation started running advertisements on the Status feature last year, but there is no indication of removing them. 

WhatsApp used to charge a $1 monthly fee in some areas more than ten years ago, but the firm dropped the cost in 2016 after being acquired by Facebook. Since then, it has focused on enabling businesses to connect with WhatsApp users and develop click-to-WhatsApp advertisements.

For Meta, this has grown to be a substantial business. During its Q4 2025 earnings call, the business said that the revenue from its family of apps increased by 54% year over year to $801 million, with premium messaging on WhatsApp playing a major role. Additionally, the business reported that in Q4, WhatsApp’s annualized run-rate exceeded $2 billion.

Only a small portion of WhatsApp’s more than 3 billion users will be able to purchase the premium subscription because WhatsApp Plus is an early test in select areas. This implies that it is unlikely to have a significant impact on the company’s balance sheets in the near future.

It’s worth noting that Meta started running ads in the Status feature last year, and the subscription does not now eliminate those ads.