WhatsApp is testing a new paid subscription tier called ‘WhatsApp Plus’, signalling a potential shift towards premium personalisation features while keeping its core services free. The feature is currently being rolled out to a limited set of Android beta users, offering an early look at how the platform could evolve beyond its traditional ad-free, free-to-use model.

According to a Moneycontrol report, early insights from WABetaInfo suggest that the subscription may be priced at €2.49 per month (around Rs 274). Meta has confirmed that the test is underway, positioning it as an option for users who want greater control over how they customise and organise their app experience.

The company has made it clear that the subscription will remain entirely optional. Core features such as messaging, voice calls, and community tools will continue to be available free of charge, ensuring that the platform’s primary utility remains unchanged for its global user base.

Instead, WhatsApp Plus is expected to focus on aesthetic and organisational enhancements. These include access to exclusive sticker packs, new themes, custom app icons, and personalised notification tones. On the functional side, the subscription could allow users to pin up to 20 chats—a significant jump from the current limit of three—along with features like custom chat lists and improved categorisation tools.

Industry observers see the offering as largely cosmetic in nature. Social media consultant Matt Navarra noted that the features appear to prioritise visual appeal and usability improvements rather than fundamentally changing how the app works.

While global pricing and rollout timelines are yet to be finalised, the subscription is expected to remain a low-cost monthly plan. Reports also suggest that eligible users may get access to a one-month free trial. The feature is still in its beta phase, meaning the final set of features could evolve before a wider release, with iOS support likely to follow in the coming weeks.

The move reflects a broader industry trend, where platforms like Snapchat and Instagram have introduced similar subscription layers that add premium features without putting core services behind a paywall. For WhatsApp, the strategy appears straightforward—keep communication free, while offering users the option to pay for added personalisation and enhanced control over their app experience.