Meta Tests WhatsApp Plus Subscription with Premium Customization

Meta is testing a new optional subscription tier for WhatsApp called WhatsApp Plus, offering users additional customization and organization tools.

The subscription, currently in a limited test, includes premium sticker packs, the ability to change the app’s theme, custom app icons, up to 20 pinnable chats (currently limited to three), premium ringtones for calls and messages, and expanded chat sorting options.

Matt Navarra shared screenshots of the promotion screen on Threads, showing the new features. Meta confirmed the test to TechCrunch, stating that WhatsApp Plus is designed for users who want more ways to personalize and organize their experience. The company said it is starting with a small test to gather feedback. This follows Meta’s recent testing of Instagram Plus, another add-on subscription package. Together with Meta Verified on Facebook and Instagram, these offerings represent a clear expansion of Meta’s subscription revenue strategy.

While Meta has not released official figures on Meta Verified adoption, estimates suggest it may have around 35 million subscribers across Facebook and Instagram, contributing roughly $2 billion annually. The success of subscription models on platforms like Snapchat and X (formerly Twitter) has encouraged Meta to explore similar add-on features.

WABetaInfo reported that WhatsApp Plus is priced at €2.49 (approximately £2.17 or $2.35) per month during the test phase, but this is likely subject to change due to the system not yet being fully released.