Meta Tests WhatsApp Plus Subscription at €2.49 Monthly

Meta is now testing a paid subscription tier for its flagship messaging app, WhatsApp, marking a significant step in its broader strategy to diversify revenue beyond digital advertising. The new service, called WhatsApp Plus, is priced at approximately €2.49 per month in Europe and offers users a suite of cosmetic enhancements. These include 18 new chat themes, 14 alternative app icons, 10 exclusive ringtones, animated sticker packs, and the ability to pin up to 20 chats, a substantial increase from the free version’s limit of three. This follows the recent introduction of Instagram Plus in three markets, representing the first time Meta has launched consumer-facing paid subscriptions across its major platforms concurrently.

A company spokesperson described WhatsApp Plus as an option for users seeking more ways to personalize their experience, emphasizing this is a small-scale test to gather feedback. The subscription is currently available only to a limited group of Android beta users; support for iOS is expected later. Crucially, all core functionalities like messaging, calls, and end-to-end encryption remain completely free. The features offered are intentionally superficial, focusing on customization rather than utility, with no additional storage or AI assistant access included.

Pricing for the service is adjusted for regional purchasing power, set at MX$29 in Mexico and PKR 229 in Pakistan. Each plan includes a one-month free trial. This pricing strategy deliberately positions WhatsApp Plus as a lower-cost alternative to competitors like Telegram Premium ($4.99/month) and Snapchat+ ($4/month), betting that its enormous user base of 3.3 billion people will generate meaningful revenue even at a modest price point.

This move is part of a calculated diversification effort. While advertising still constitutes over 95% of Meta’s substantial revenue, the company is making massive investments, estimated between $115 and $135 billion this year, into AI infrastructure. Consumer subscriptions, even if widely adopted, would not come close to funding this expenditure. If just 1% of WhatsApp users subscribed at the European price, it would generate roughly $1 billion annually, a relatively small sum for a company of Meta’s scale. However, it establishes a new revenue stream that reduces reliance on the attention-based ad model, which could be disrupted by the rise of AI-driven interfaces.

The launch also navigates specific regulatory constraints in Europe. A previous “pay or consent” model for ad-free Facebook and Instagram was ruled in violation of the Digital Markets Act. WhatsApp Plus sidesteps this issue entirely by not offering an ad-free experience, as WhatsApp does not display ads in its messaging interface. Instead, it sells optional personalization, a distinction that separates it from the privacy-for-payment model regulators rejected.

Looking ahead, this test builds essential infrastructure for future paid offerings. Meta’s recent acquisition of AI agent startup Manus and the development of its Muse Spark model suggest that future subscription tiers will likely incorporate AI-powered features, such as higher generation limits or premium agentic tools. The current, modest WhatsApp Plus offering serves as a foundational experiment. It tests whether users will pay for non-essential features, providing a framework to layer on more valuable capabilities later without altering the free core service that billions rely on. As Meta accelerates its AI ambitions, these subscriptions represent the scaffolding for a future where value can be captured beyond the traditional advertising economy.