In a move that will surprise absolutely no one who has watched social media slowly turn into a digital flea market, WhatsApp is testing a premium subscription tier. Dubbed 'WhatsApp Plus,' this optional plan offers users the unparalleled privilege of paying for cosmetic upgrades like custom icons, themes, and ringtones. The company confirmed the test to TechCrunch, with a Meta spokesperson earnestly explaining it's for users who want "more ways to organize and personalize their experience." The features are, as one might guess, largely about looking different, not doing more.
Social media consultant Matt Navarra and others spotted the test. While Meta hasn't specified pricing, the blog WABetaInfo noted it might be €2.49 per month in Europe and 229 PKR ($0.82) in Pakistan, complete with a one-month free trial to ease users into the concept of paying for digital wallpaper.
Beyond the thrilling world of custom notification tones, the plan does offer one marginally functional upgrade: the ability to pin up to 20 chats, a significant jump from the free-tier limit of three. Notably absent from the feature list is any mention of removing ads from the Status feature, a revenue stream Meta began testing last year. Because why solve a problem you created when you can sell a solution to a problem nobody had?
This flirtation with user fees is a nostalgic callback. Over a decade ago, WhatsApp charged a $1 subscription in some regions before ditching it in 2016 after its Facebook acquisition. Since then, its business model has pivoted to letting companies message users and run click-to-WhatsApp ads. That strategy has worked alarmingly well. Meta reported that during its Q4 2025 earnings call, revenue from its 'family of apps' jumped 54% year-on-year to $801 million, significantly driven by paid messaging on WhatsApp, which has crossed a $2 billion annualized run-rate.
For now, the WhatsApp Plus test is limited, meaning only a few of the app's 3 billion-plus users will get the chance to financially express their love for bespoke chat themes. Consequently, this cosmetic cash grab is unlikely to move the needle on Meta's balance sheets anytime soon, giving the rest of us time to appreciate the simple, free beauty of a default notification sound.