Meta experiments with cosmetic premium tier
WhatsApp is testing a new optional subscription tier called WhatsApp Plus, offering users expanded customization features similar to Instagram Plus and Snapchat+.
The new plan focuses primarily on personalization rather than additional core functionality. According to a statement from Meta, the subscription is designed for users who want “more ways to organize and personalize their experience.”
Premium features reportedly include expanded pinned chats, custom lists, new chat themes, icons, ringtones, and notification tones. The company confirmed that testing is currently limited to a small group of users to gather feedback.
Expanded customization and chat controls
Under the free tier, users can pin up to three chats. With WhatsApp Plus, that limit increases to 20 pinned chats. Subscribers will also be able to apply customized themes and sounds to specific chat lists.
However, the subscription does not appear to include ad removal from WhatsApp’s Status feature, where Meta introduced advertisements last year.
While Meta has not officially disclosed pricing, reports suggest the plan may cost around €2.49 per month in Europe and approximately 229 PKR ($0.82) in Pakistan, with a one-month free trial offered in certain markets.
A shift from past monetization models
More than a decade ago, WhatsApp charged users a $1 annual fee in select regions. After Facebook acquired the platform, that subscription model was discontinued in 2016.
Since then, WhatsApp’s monetization has centered on business messaging and advertising integrations. Companies can reach customers directly through paid messaging and click-to-WhatsApp ads.
During its Q4 2025 earnings call, Meta reported that revenue from its family of apps surged 54% year over year to $801 million, driven largely by paid messaging services on WhatsApp. The company also said WhatsApp’s revenue surpassed a $2 billion annualized run-rate during the quarter.
Limited impact, at least for now
With more than 3 billion users worldwide, WhatsApp remains one of the largest messaging platforms globally. However, because WhatsApp Plus is currently a limited test, it is unlikely to materially affect Meta’s financial results in the near term.
The experiment suggests Meta is exploring additional direct-to-consumer revenue streams alongside its business messaging model, potentially signaling a broader shift in how messaging apps monetize personalization features.
