WhatsApp is currently piloting a new premium subscription service, dubbed WhatsApp Plus, which offers users the opportunity to enhance their messaging experience through various cosmetic features. This initiative mirrors similar offerings from platforms like Instagram and Snapchat, allowing subscribers to customize icons, themes, and ringtones, although it does not introduce significant new functionalities.
Many users have reported encountering WhatsApp Plus, including social media consultant Matt Navarra, and the company has confirmed this trial to TechCrunch. A spokesperson from Meta emphasized that this optional subscription is aimed at users seeking greater personalization and organization within the app. Features under consideration include expanded pinned chat options, custom lists, and unique chat themes, with initial testing focused on gathering user feedback to refine the offering.
While the exact pricing structure remains undisclosed, reports suggest that the subscription could cost around €2.49 per month in Europe and approximately 229 PKR ($0.82) in Pakistan, with a one-month free trial available to entice users.
The premium service will allow subscribers to pin up to 20 chats, a notable increase from the current limit of three for free users. Additionally, subscribers will have the ability to apply specific themes and notification tones to their chat lists. However, there is no indication that this subscription will eliminate ads from the Status feature, which was introduced last year.
WhatsApp previously charged a $1 subscription fee in select regions over a decade ago, but this was discontinued in 2016 after Facebook acquired the platform. Since then, WhatsApp has shifted its focus towards enabling businesses to connect with users through the app, which has proven to be a lucrative venture for Meta. In a recent earnings call, the company reported a remarkable 54% year-on-year revenue increase, reaching $801 million, largely driven by paid messaging on WhatsApp, with annualized revenue exceeding $2 billion.
As WhatsApp Plus is still in its infancy, only a small fraction of the platform's extensive user base of over 3 billion will have access to the premium features initially, suggesting that its immediate financial impact may be limited.
