WhatsApp has begun testing a new premium subscription model called “WhatsApp Plus,” aimed at offering users enhanced customization options for the app’s appearance and overall experience.
This subscription is being introduced in a similar style to premium versions of Instagram and Snapchat. However, early details suggest that most of its features are cosmetic, focusing on personalization rather than adding major functional upgrades.
According to a company spokesperson speaking to TechCrunch, the subscription is designed for users who want a more organized and personalized WhatsApp experience. Premium features are expected to include the ability to pin more chats, create custom chat lists, apply new chat themes, and access additional personalization tools.
Tech reports, including those from WABetaInfo, indicate that the subscription could be priced at €2.49 per month in Europe, while in Pakistan it may cost around Rs. 229. Users may also be offered a one-month free trial before being charged.
One of the key upgrades includes a significant increase in chat pinning limits. While free users can pin only three chats, premium subscribers may be able to pin up to 20 chats. Additionally, users will have access to customized themes, ringtones, and notification sounds for their chat lists.
However, the subscription is not expected to remove ads from the status feature, despite WhatsApp introducing advertisements in that section last year.
It is worth noting that WhatsApp previously charged a $1 annual subscription fee in some regions, but this was discontinued by Meta in 2016. Since then, the company has focused on generating revenue through business messaging and “click-to-WhatsApp” advertising.
Meta reported a 54% increase in app revenue in the fourth quarter of 2025, reaching $801 million, with paid messaging on WhatsApp playing a key role. The platform’s annual revenue has also surpassed $2 billion.
Currently, “WhatsApp Plus” is in a limited testing phase and is only available to a small group of users out of its global base of over three billion, meaning its immediate financial impact is expected to remain limited.
Also Read: WhatsApp Tests Redesigned Status Feature for Better Accessibility
