WhatsApp is testing a premium subscription, put it is mainly cosmetic

WhatsApp is testing a paid subscription tier called WhatsApp Plus, offering mostly cosmetic features like custom themes, ringtones, icons, and expanded pinned chats (up to 20 vs. the free limit of 3). Pricing is estimated at €2.49/month in Europe and ~$0.82 in Pakistan, with a one-month free trial. Notably, the subscription does not remove ads from the Status feature. Meta confirmed the test to TechCrunch, describing it as a small rollout to gather feedback. WhatsApp previously charged a $1/year fee before dropping it in 2016 after Facebook's acquisition. WhatsApp's business revenue has grown significantly, crossing a $2 billion annualized run-rate in Q4 2025, largely driven by paid business messaging.