Remember when WhatsApp cost just a dollar? That era is officially over. Today, Meta is quietly rolling out a test that could change how billions of people use the app forever. It's not about removing ads or unlocking secret features. So why, after ten years of being 'free', is WhatsApp asking for your money again?
The company has confirmed to TechCrunch it is testing 'WhatsApp Plus', a new optional subscription. For a monthly fee, users can customise icons, themes, and ringtones. The core messaging remains free, but the move signals a bold new direction for the platform used by over 3 billion people worldwide.
The Cosmetic Upgrade Hiding a Billion-Dollar Secret
On the surface, the features seem purely for show: pin up to 20 chats instead of three, apply custom themes to chat lists, and personalise notification tones. There's no mention of removing ads from the Status feature, a key detail for anyone hoping to pay for an ad-free experience.
But dig deeper, and the real story emerges. This isn't just about selling colourful themes. During Meta's latest earnings call, the company revealed a staggering fact: revenue from its 'family of apps' surged 54% year-on-year to $801 million. The driver? Paid messaging on WhatsApp, which has now crossed a $2 billion annualised run-rate.
"We’re starting with a small test to gather feedback and ensure we’re building something people find genuinely valuable," a Meta spokesperson said. The test, spotted by users like consultant Matt Navarra, is currently limited. Pricing is estimated at around €2.49 per month in Europe, with a one-month free trial on offer.
From $1 Fee to $2 Billion Business: The Pivot You Missed
This marks a full-circle moment. WhatsApp once charged a nominal $1 fee before Meta (then Facebook) bought it and scrapped the charge in 2016. Since then, its business model has relied on companies paying to reach users. Now, Meta is coming for the user's wallet directly, building a lucrative second revenue stream on top of its already booming B2B operation.
For now, only a tiny fraction of its colossal user base will see the option, meaning it won't immediately shake the company's finances. But the intent is clear. This test is the first step in a strategy to monetise the app's most engaged users, turning personalisation into profit.
As the digital landscape shifts, WhatsApp is betting that the desire to stand out in a chat list is worth a few pounds a month. The question for users is simple: is a custom ringtone really the premium experience you've been waiting for?