The messaging service, owned by Meta Platforms, is trialling a plan called WhatsApp Plus, similar in concept to subscription offerings on platforms like Instagram and Snapchat, where users pay for enhanced customisation rather than core functionality improvements.
The company confirmed the test in a statement to TechCrunch, describing WhatsApp Plus as an optional subscription designed to give users “more ways to organise and personalise their experience.”
“Premium features include expanded pinned chats, custom lists, new chat themes, and more,” a Meta spokesperson said. “We’re starting with a small test to gather feedback and ensure we’re building something people find genuinely valuable.”
Mostly cosmetic upgrades
Early details show that WhatsApp Plus is heavily centred on personalisation. Users would be able to access custom icons, themes, wallpapers, ringtones, and exclusive stickers. However, these upgrades do not significantly change the core messaging experience.
One of the more functional additions is the ability to pin up to 20 chats, compared to the current free-tier limit of three. Users may also be able to apply themes and notification tones across chat lists for a more customised interface.
Pricing has not been confirmed for African markets, including Rwanda, while early reports suggest it could be around €2.49 (approximately Rwf 4,300 ) per month in Europe.
Limited rollout and platform scope
The feature is currently being rolled out to a small number of Android users, with iOS support expected at a later stage. It is also limited to the standard WhatsApp Messenger app and does not extend to WhatsApp Business.
Meta emphasised that the subscription will not affect the core WhatsApp experience for non-paying users.
“The WhatsApp you know and rely on remains free, simple, reliable, private messaging and calling,” the company noted in its FAQ. “This subscription does not change your core experience.”
Part of a broader monetisation push
The test comes as Meta continues expanding paid features across its apps. The company has already explored similar subscription models under branding like Instagram Plus, focusing on exclusive social and customisation tools.
More broadly, Meta has been strengthening its monetisation strategy across messaging services. WhatsApp revenue has grown significantly in recent years, driven by business messaging and click-to-WhatsApp advertising tools. The company has previously said WhatsApp now generates over $2 billion in annualised revenue.
While WhatsApp Plus is still in early testing and limited to a small user base, it signals Meta’s ongoing effort to diversify revenue without disrupting the app’s free core messaging service.
For now, the experiment appears focused on one question: how much users are willing to pay just to make WhatsApp look and feel different.
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