Meta tests WhatsApp Plus subscription focused on cosmetic features

Meta is testing a premium subscription for WhatsApp, introducing a range of paid features that primarily enhance the app’s visual appearance and personalisation options. The trial version, known as WhatsApp Plus, adds cosmetic upgrades while leaving core messaging functions available to all users at no cost.

The development was first identified by WABetaInfo, a service that tracks unreleased features in messaging platforms. According to information in the WhatsApp Help Centre, subscribers to WhatsApp Plus will gain access to exclusive design tools, including premium stickers with special effects, as well as the ability to customise themes and app icons.

Meta has not formally announced a global launch schedule for WhatsApp Plus, and pricing details remain unclear. However, early testing indicates that subscription costs may vary by region. Figures observed during the trial period range from approximately 229 Pakistani Rupees, equivalent to less than US$1, to €2.49, or around US$3, depending on the market.

Cosmetic upgrades form the core of the premium offering

The main appeal of WhatsApp Plus lies in its expanded personalisation features, which aim to give users more control over how the app looks and behaves. Subscribers can access exclusive sticker packs that feature enhanced animations and visual effects not available in the standard version of WhatsApp.

Users enrolled in the premium tier can also customise their interface through unique themes and icons. These changes allow individuals to tailor the visual layout of the messaging app to their personal preferences, offering a more distinctive look than the default design used in the free version.

In addition to visual upgrades, WhatsApp Plus includes a few functional enhancements that expand organisational tools within the app. Subscribers can pin up to 20 conversations at the top of their chat list, exceeding the standard user limit.

The premium version also introduces advanced notification settings, allowing users to assign special ringtones and alerts to specific contacts. These options are designed to help users distinguish important messages more easily and customise how notifications appear across their chat lists.

Core messaging features remain free for all users

Despite introducing a paid tier, Meta has emphasised that WhatsApp’s essential functions will remain free. Users will continue to send text messages, make voice calls, and use end-to-end encryption without subscribing to WhatsApp Plus.

The decision to maintain free access to core services reflects WhatsApp’s longstanding position as a widely accessible communication tool. By prioritising premium features for aesthetics and convenience rather than functionality, Meta appears to be seeking to monetise optional enhancements without disrupting everyday use.

Security features, including the platform’s end-to-end encryption, are also unaffected by the subscription model. This ensures that private conversations remain protected regardless of whether users choose to subscribe to the premium service.

Industry observers note that this approach mirrors the strategies of other technology companies that offer subscription-based cosmetic upgrades. By separating optional design features from core functionality, companies can create new revenue streams while preserving the broad accessibility that supports user growth.

Expansion follows similar experiments across Meta platforms

The testing of WhatsApp Plus comes as Meta explores premium subscriptions across several of its major platforms. The company has also trialled a similar offering for Instagram, known as Instagram Plus, which introduces features not available to standard users.

According to reports from WABetaInfo, Instagram Plus has included experimental tools such as Stories that remain visible for longer than the traditional 24-hour limit and the ability to send enhanced reactions referred to as “super hearts”. As with WhatsApp Plus, pricing details for Instagram Plus have not been officially confirmed.

Meta is reportedly considering trial options for WhatsApp Plus, allowing users to test premium features for a limited period before committing to a subscription. WABetaInfo suggested offering one-month trials to encourage early adoption and gather user feedback.

While no official timeline has been announced, the phased rollout suggests that Meta is gathering performance data and user responses before deciding whether to expand the subscription model globally. The move reflects a broader industry trend in which social and messaging platforms experiment with premium services amid increasing competition for advertising revenue.

If widely adopted, WhatsApp Plus could represent a shift in how messaging platforms generate income, particularly in markets with limited advertising opportunities. However, the company’s emphasis on optional cosmetic upgrades indicates a cautious approach designed to avoid alienating its large global user base.