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WhatsApp is testing a premium subscription, but it is mainly cosmetic
WhatsApp is testing a premium subscription called WhatsApp Plus, focused on cosmetic features like custom themes and chat organization, rather than functional upgrades. Beginning with a small user group, the service will offer expanded pinned chats and custom notifications for a potential monthly fee around €2.49 in Europe. Historically, WhatsApp dropped its subscription fee in 2016, pivoting to ad-supported services.
Key points
- WhatsApp is trialing a premium subscription named WhatsApp Plus.
- The service offers features such as custom icons, themes, ringtones, and expanded pinned chats.
- The subscription is largely cosmetic, lacking significant functional upgrades.
- Pricing is potentially set at €2.49 per month in Europe and 229 PKR in Pakistan.
- A one-month free trial will be offered to new subscribers.
- WhatsApp previously charged a subscription fee of $1 before dropping it in 2016.
- Revenue from paid messaging on WhatsApp contributed to Meta's significant growth in 2025.
Why it matters
- In 2025, companies were shifting to subscription models for higher revenue predictability in the tech sector.
- WhatsApp's move aligns with a trend of social media platforms offering premium features, following models seen in Instagram Plus and Snapchat+.
- The service reflects a growing preference for personalization in digital communication tools.
WhatsApp Plus highlights the trend towards monetizing personalization in apps, though it may not significantly impact the company's financials soon, given its limited testing phase and focus on cosmetic enhancements.