WhatsApp Plus subscription testing at €2.49 per month joins Instagram Plus in Meta's effort to introduce premium features across its apps.

      Summary: WhatsApp has started testing a paid subscription service called WhatsApp Plus, priced at around EUR 2.49 per month, which includes cosmetic enhancements like 18 chat themes, custom icons, exclusive ringtones, and an increase in pinned chats. This follows the launch of Instagram Plus in three markets on March 30. This move marks Meta's first simultaneous offering of paid subscriptions for consumers across its platforms, as part of a broader strategy made public in January, coinciding with the company’s investment of $115-135 billion in AI infrastructure, while ads still comprise over 95% of its $201 billion annual revenue.

      WhatsApp Plus features 18 new chat themes (such as Vibrant Blue and Royal Purple), 14 alternate app icons, 10 exclusive ringtones, animated sticker packs, and the option to pin up to 20 chats, compared to just three on the free version. Key functionalities such as messaging, voice and video calls, and end-to-end encryption stay free. The features are largely considered cosmetic without added storage, AI assistant access, or significant functional improvements beyond the enhanced chat organization.

      In terms of pricing, WhatsApp Plus is set at EUR 2.49 in Europe, with equivalent pricing in Mexico (MX$29) and Pakistan (PKR 229). The subscription includes a one-month free trial and is intentionally priced lower than competitors. For instance, Telegram Premium costs $4.99 per month for various additional functionalities, while Snapchat+ charges $4 per month. WhatsApp Plus offers a simpler package, banking on its extensive user base for revenue.

      Instagram Plus, which launched three weeks earlier, provides more practical features like anonymous Story viewing and extended Story durations. Its pricing model also varies by region, but neither subscription has yet been rolled out to the U.S. or wider European markets.

      Meta's advertising revenue, which constitutes over 95% of total earnings, reached $201 billion in 2025, indicating financial stability. However, the company is investing significantly in AI infrastructure, with projected savings from workforce restructuring covering only a portion of these costs. Even a 1% subscription conversion from WhatsApp’s 3.3 billion users at the European price would yield about $1 billion annually, a relatively minor change compared to the overall revenue.

      Meta’s consumer subscription system attempts to diversify away from its heavy reliance on advertising, particularly as emerging technology threatens conventional ad-based revenue models. WhatsApp’s existing business messaging service has already achieved over a $2 billion annual run rate, which complements the new consumer subscription aimed at a different audience.

      A regulatory challenge arose from the European Commission’s ruling against Meta’s previous "pay or consent" model, which mandated a less personalized, ad-free tier due to violations of the Digital Markets Act. WhatsApp Plus avoids this by emphasizing cosmetic features rather than offering an ad-free experience, since WhatsApp already operates without ads.

      Future developments may integrate AI capabilities into subscription tiers, following Meta's acquisition of the AI startup Manus, which has been quickly demonstrating revenue potential. The current testing phase is cautiously designed to assess consumer willingness to pay for non-essential features. If successful, it will allow for the introduction of more valuable features, including AI functionalities, while maintaining the free service for the majority of users. If it fails, the test will show that users prefer WhatsApp's simplicity and accessibility.

      Mark Zuckerberg has indicated that 2026 will see significant advancements in AI, positioning WhatsApp Plus as a foundational step in preparing for future revenue models beyond advertising when that acceleration begins.