WhatsApp has long been the app people rely on for free, no-fuss messaging. Now, it looks like Meta is testing how much those extra touches might be worth.
Meta is now testing a new WhatsApp Plus subscription that adds optional paid features like custom themes, stickers, and expanded chat controls. The rollout is limited to a small group of Android users for now, and there’s no word yet on a wider release.
While the features are mostly cosmetic, the test offers an early look at how Meta might introduce paid options without changing how WhatsApp works at its core.
A paid tier built around customization
Meta confirmed it is testing a premium WhatsApp subscription that gives users more control over how the app looks and feels. According to TechCrunch, the optional tier, called WhatsApp Plus, focuses on personalization rather than on essential messaging features.
“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 told TechCrunch.
Details from WABetaInfo, which tracks WhatsApp beta features, show the subscription is rolling out to a limited number of Android users and includes a range of customization tools.
The new customization features include premium stickers with animated effects, the ability to change app themes, choose custom app icons, and access exclusive ringtones. The plan also expands chat controls, letting users pin up to 20 conversations and apply settings across chat lists for easier organization.
9to5Mac stated that the feature is already live for some Android beta users, with a broader rollout across iOS and other platforms expected later. Early reports suggest pricing could be around €2.49 per month, or roughly $3, though Meta has not confirmed final pricing.
The subscription is currently limited to WhatsApp Messenger and does not extend to WhatsApp Business.
Meta expands its subscription playbook
The WhatsApp test is part of a broader effort by Meta to create additional recurring revenue streams beyond advertising. The company has already introduced paid features across its apps, including Meta Verified and subscription experiments on Instagram.
WhatsApp itself has largely avoided consumer subscriptions since it dropped its $1 annual fee in 2016. Since then, Meta has leaned on business messaging and advertising tools to generate revenue. That approach has grown quickly.
TechCrunch reported that WhatsApp’s revenue surpassed a $2 billion annual run rate in late 2025, driven primarily by enterprise messaging services.
The shift toward subscriptions appears deliberate but cautious. As TechCrunch reported, the current WhatsApp offering is “mainly cosmetic,” suggesting Meta is testing monetization without changing core functionality.
Compared to those efforts, WhatsApp Plus takes a lighter approach, offering optional upgrades similar to Snapchat+ without changing the core experience.
Limited rollout, long-term implications
For now, WhatsApp Plus is still a small test. Meta hasn’t said when or whether it will expand the feature, which is currently available to only a few users.
The Verge emphasized that the feature is rolling out to a “limited number of users,” reinforcing that the test is still in its early stages.
WABetaInfo also said the subscription doesn’t change core functionality. Messaging, calls, and end-to-end encryption remain the same, and the plan is entirely optional.
As the beta tracker noted, the plan is “available to some users, and it is rolling out to more accounts over the coming weeks,” indicating a gradual expansion rather than a full launch.
That means the feature is unlikely to have a major financial impact in the short term. Still, it offers a clear signal that Meta may gradually introduce paid options to WhatsApp, which now serves more than three billion users worldwide.
Learn more about WhatsApp’s upcoming username feature, which could enhance privacy by letting users chat without sharing phone numbers.
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