Testing for a WhatsApp Plus subscription priced at EUR 2.49 per month has commenced, joining Instagram Plus in Meta's initiative for cross-app premium offerings.

      Summary: WhatsApp has started testing a paid subscription service named WhatsApp Plus, priced around EUR 2.49 per month. This offering includes cosmetic upgrades such as 18 chat themes, custom icons, exclusive ringtones, and more expanded pinned chats, following the launch of Instagram Plus on March 30 in three markets. This move marks Meta's first simultaneous introduction of paid consumer tiers across its apps, which is part of a diversification strategy announced in January, as the company invests $115-135 billion in AI infrastructure while advertising continues to represent over 95% of its $201 billion annual revenue.

      WhatsApp has initiated tests for WhatsApp Plus, which provides cosmetic enhancements like chat themes, app icons, exclusive ringtones, and the ability to pin more chats, for about EUR 2.49 monthly in Europe. This follows Instagram Plus's rollout in Mexico, Japan, and the Philippines on March 30, offering features like anonymous story viewing and a 48-hour story extension. Collectively, these subscriptions represent the first instance of Meta offering consumer-focused paid tiers across its social and messaging platforms at the same time, expanding a strategy the company revealed on January 26 regarding premium plans for Instagram, Facebook, and WhatsApp.

      A Meta representative informed TechCrunch that WhatsApp Plus "is designed for users seeking more organization and personalization options," noting that the company is "beginning with a limited test to collect feedback and confirm we're creating something genuinely useful." Currently, the subscription is accessible only to a small percentage of WhatsApp's 3.3 billion monthly active users, restricted to Android beta version 2.26.15.11 in specific markets, with iOS support planned for the future.

      What the subscription offers

      WhatsApp Plus features include 18 new chat themes (ranging from Vibrant Blue to Fuchsia Pink), 14 alternative app icons, 10 exclusive ringtones, animated sticker packs, and the capacity to pin up to 20 chats, compared to three in the free version. Core messaging, voice and video calls, and end-to-end encryption remain complimentary. The additional features are predominantly cosmetic, with no extra storage, no access to an AI assistant, and no functional improvements aside from the enhanced pinned chats and customizable organization.

      The pricing model varies by purchasing power: EUR 2.49 in Europe, MX$29 (approximately $1.60) in Mexico, and PKR 229 (around $0.82) in Pakistan. A one-month free trial is included. This pricing is strategically aimed at undercutting competitors. For reference, Telegram Premium charges $4.99 monthly for features such as increased limits, 4GB file uploads, voice note transcription, and ad removal, while Snapchat+ is priced at $4 per month for over 40 exclusive features. WhatsApp Plus offers less at a lower cost, relying on its substantial user base to mitigate the reduced price point.

      Instagram Plus, which was released three weeks earlier, brings more functional upgrades, such as anonymous Story viewing, unlimited audience lists beyond Close Friends, a weekly Spotlight boost, rewatch count insights, a 48-hour Story extension, and animated Superlikes. Regional pricing is also variable: MX$39 in Mexico, JPY 319 in Japan, and PHP 65 in the Philippines. Neither subscription has been announced for the US or broader European markets.

      Why now for Meta

      Advertising still constitutes more than 95% of Meta's revenue, which reached $201 billion in 2025. While the company is not in financial trouble, it is investing $115 to $135 billion this year on AI infrastructure, which includes a $27 billion joint venture with Nebius for data centers and the integration of Muse Spark, its inaugural model from the Superintelligence Labs. Bank of America has forecasted annualized savings of $7 to $8 billion from workforce restructuring starting on May 20, but even those savings would only cover a portion of the infrastructure costs.

      Consumer subscriptions alone will not fill that gap. If just one percent of WhatsApp's 3.3 billion users subscribed at the European price, it would yield around $1 billion annually, whereas the same conversion rate at the Pakistan price would generate merely under $325 million. These figures are minimal compared to a company earning $201 billion per year. However, they signify a shift away from a business model heavily reliant on the attention economy at a time when AI-driven search and more dynamic interfaces threaten to lessen the time users spend on feeds where advertisements are shown.

      WhatsApp’s paid service for businesses already exceeded a $2 billion annual run rate in Q4 2025, growing 54% year-over-year. The consumer subscription adds to this revenue stream by targeting a different demographic with a distinct value proposition. The business offering focuses on communication infrastructure, whereas WhatsApp Plus centers on personalization.

      The regulatory aspect

      Meta’s subscription approach in Europe faces specific regulations. In July 2024, the European