Observed Signal · Apr 20, 2026 · Product Launch · Source: t3n · Impact: 3/5 · Sentiment: Neutral
WhatsApp Plus: Paid personalization subscription launched
WhatsApp is testing a paid "Plus" subscription that offers extended personalization options for users. The Android-only test (reported by WABetaInfo) includes 18 new UI color accents applied app-wide, 14 new app icons, the ability to pin up to 20 chats, ten exclusive ringtones, and exclusive sticker packs including animated full-screen premium stickers visible to recipients without a subscription. In Europe the current monthly price is €2.49; billing is monthly and auto-renews via Google Play. The rollout is limited to a small Android test group with iOS planned later. Core WhatsApp features remain free; Meta acquired WhatsApp in 2014 and the company may expand the Plus tier and offer trial periods before wider release.
A major social platform (WhatsApp/Meta) testing a paid subscription signals an alternative monetization path beyond advertising and could influence messaging-platform product strategies, but the change is currently a limited Android test and not yet industry-shifting.
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Key Takeaways & Evidence Grounding
- WhatsApp is introducing a paid "Plus" subscription with enhanced personalization features.
- Current European price for the Plus tier is €2.49 per month and billing auto-renews via Google Play.
- Plus features include 18 new UI color options, 14 app icons, up to 20 pinned chats, 10 exclusive ringtones, and exclusive sticker packs with animated full-screen effects.
- The Plus subscription is currently limited to a small Android test group; an iOS version is planned for later.
- Meta acquired WhatsApp in 2014; core WhatsApp functions remain free for all users.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
WhatsApp launches paid Plus subscription
WhatsApp has begun testing a paid "Plus" subscription that adds UI personalization and premium features for Android users. Priced at €2.49 per month in Europe during the test, the Plus tier offers 18 interface color options, 14 alternative app icons, the ability to pin up to 20 chats, ten exclusive ringtones, and access to exclusive sticker packs including animated full‑screen stickers visible to recipients without a subscription. The rollout is currently limited to a small Android test group; an iOS version is planned later. Billing is monthly and auto‑renewed via Google Play. WhatsApp says core functions remain free and the company may expand the Plus features or trial period before wider release.
WhatsApp launches Plus paid tier at €2.49/month
WhatsApp (owned by Meta) has begun testing a paid "Plus" subscription for a small group of Android users in Europe. Priced at €2.49 per month in the current test, the Plus tier adds personalization and convenience features — 18 UI accent colors applied app-wide, 14 alternate app icons, up to 20 pinned chats, ten exclusive ringtones for Android, and exclusive sticker packs including animated full‑screen stickers visible even to non-subscribers. The subscription auto-renews via Google Play and may gain more features or a trial before wider rollout. Core WhatsApp functionality remains free for all users; an iOS version is planned for a later date. The rollout was reported by WABetainfo and summarized by publisher t3n.
Meta launches WhatsApp Plus paid subscription
Meta is testing a paid WhatsApp subscription called "WhatsApp Plus" in a limited rollout. Reportedly available to selected users (currently on Android) in Europe for €2.49 per month, the optional subscription adds premium personalization and usability features—such as up to 20 pinned chats, premium/animated stickers, ten exclusive ringtones, alternate app icons, 18 new chat color options, and customizable chat-list views. The service is available on the standard WhatsApp app (not WhatsApp Business), appears under Settings → Subscriptions, and auto‑renews monthly. Reports of the test come from WABetaInfo and social media expert Matt Navarra. Meta has previously tested similar paid tiers for Instagram and is exploring subscriptions across its apps to generate additional revenue.
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