WhatsApp is evaluating a new subscription option, akin to Instagram Plus and Snapchat+, allowing users to purchase personalized icons, themes, ringtones, and additional perks. The premium plan focuses mainly on aesthetics; users won’t gain numerous extra functional capabilities.

WhatsApp Plus has been detected by numerous users, including social media advisor Matt Navarra. The company verified the trial to TechCrunch in an official statement.

“WhatsApp is testing a new, optional subscription named WhatsApp Plus, aimed at users seeking more methods to organize and customize their experience,” a Meta representative mentioned. “Premium features consist of expanded pinned chats, custom lists, new chat themes, and more. We’re initiating a small trial to collect feedback and ensure we are creating something that people genuinely value.”

Although the company did not disclose the pricing, WABetaInfo indicated that the plan could be available at €2.49 per month in Europe and 229 PKR ($0.82) in Pakistan. The blog noted that the firm is also providing users with a one-month free trial.

Besides features like custom themes and ringtones, the company will enable users to pin up to 20 chats instead of the existing free-tier limit of three. Subscribers will also be able to apply specific themes, ringtones, and notification sounds to chat lists. It’s worth mentioning that there is no reference to the removal of ads from the Status feature, which started showing ads last year.

Over ten years ago, WhatsApp imposed a $1 subscription fee in certain regions, but after being acquired by Facebook, the company eliminated the fee in 2016. Since then, it has centered its business model on enabling companies to connect with users on WhatsApp and facilitating click-to-WhatsApp advertisements.

This has evolved into a substantial venture for Meta. The company indicated during its Q4 2025 earnings report that its family of apps’ revenue surged 54% year-over-year to $801 million, a rise prominently fueled by paid messaging on WhatsApp. The company also stated that WhatsApp revenue exceeded a $2 billion annualized run-rate in Q4.

Since WhatsApp Plus is an initial test in select markets, only a fraction of WhatsApp’s user base exceeding 3 billion will have the opportunity to purchase the paid plan. This suggests it may not significantly impact the company’s financials in the short term.