Meta has begun rolling out a paid version of WhatsApp, named WhatsApp Plus. This is not a one-time purchase but rather a subscription service. In contrast to WhatsApp’s early days where some users paid €0.99 for a lifetime license, the app eventually became free, later introducing ads in statuses, and now a paywall in the form of a monthly subscription.
As expected, the subscription isn’t solely about removing ads. Meta is integrating exclusive features for WhatsApp Plus subscribers to encourage payment. Core messaging, calls, and the primary user experience will remain free. The key difference for paid subscribers is the elimination of advertisements and access to enhanced customization options and some additional organizational tools.
WhatsApp Plus: The Price for an Ad-Free Experience and More, Including Stickers
WhatsApp Plus has arrived, priced at €2.49 per month in Europe. It has also been listed in Mexico for 29 MXN (€1.42) and in Pakistan for 229 PKR (€0.70). The package includes ‘premium’ enhancements, ranging from stickers with exclusive effects (reminiscent of MSN Messenger) to new color themes, alternative app icons, exclusive ringtones, the ability to pin up to 20 chats instead of 3, and batch settings for chat lists. Essentially, Meta is building this paid subscription around cosmetic improvements and minor usability conveniences. It’s debatable whether this subscription is worth the cost.
Regarding pricing, while listings have appeared in other markets, they are not yet official and may not be finalized globally. However, even at a hypothetical €0.99 per month, Meta is not making a compelling case for paying for a WhatsApp Plus that wasn’t actively requested by users.
Currently, access to WhatsApp Plus is limited. Tests are being conducted with a small user base. According to the official help center, WhatsApp Plus is only available in limited locations. Multiple sources indicate that the initial rollout is focused on WhatsApp Messenger (not WhatsApp Business), with an early emphasis on Android, and iOS support planned for later. This aligns with Meta’s typical strategy of limited testing, refining the offering, and then expanding.
A New Monetization Layer for the World’s Most Used Messaging App
WhatsApp boasts approximately 3 billion active monthly users across Latin America, Europe, Africa, and a significant portion of Asia (especially India). It is followed distantly by WeChat, with around 1.4 billion users primarily in China, and Facebook Messenger, with about 1 billion users, largely due to its popularity in the United States, Canada, and Australia. Even a small percentage of WhatsApp users subscribing to Plus would be highly attractive to Meta’s financial interests.
This represents a new layer of monetization. In June 2025, Meta officially announced other monetization avenues for WhatsApp, including channel subscriptions, channel promotion, and ads in statuses. Through these initiatives, WhatsApp generated $2 billion in revenue during the fourth quarter of 2025. WhatsApp Plus is not a product revolution but an additional monetization layer in exchange for ad removal and achieving ‘status‘ within the app through exclusive visual elements.
