WhatsApp is testing a new paid subscription that grants access to additional features, including customized icons, themes, ringtones, and more. The new subscription tier is similar to Instagram Plus, currently being tested by parent company Meta, but the features are mostly cosmetic, TechCrunch reports.
“WhatsApp is testing a new, optional subscription called WhatsApp Plus, designed for users who want more ways to organize and personalize their experience,” a Meta spokesperson said to TechCrunch. “Premium features include expanded pinned chats, custom lists, new chat themes, and more. We’re starting with a small test to gather feedback and ensure we’re building something people find genuinely valuable.”
The paid WhatsApp Plus has been spotted by social media consultant Matt Navarra and other users. WABetainfo reported on Monday that the premium features have gone live for some users in the latest beta of the Android app. Pricing is shown to cost €2.49 monthly in Europe, and WhatsApp is offering a one-month free trial to users. WhatsApp began running ads on its Story-like Status feature last year, but there is no mention of ad removal as part of the perks of the new WhatsApp Plus subscription.
WhatsApp currently has more than 3 billion users. During its Q4 2025 earnings call, Meta revealed that revenue from its family of apps increased by 54 percent year-over-year to $801 million, largely due to paid messaging on WhatsApp.
