WhatsApp, the messaging platform owned by Meta Platforms, has introduced a subscription model for premium features, marking a new step in its effort to generate revenue from the widely used app.
The move reflects Meta’s broader strategy to diversify WhatsApp’s income streams beyond its traditionally free messaging service, as the company looks to monetise its massive global user base while maintaining its core offering at no cost.
Called WhatsApp Plus, the optional subscription is currently being rolled out in limited locations, according to a blog post on the company’s website. The feature is only available on WhatsApp Messenger and not on the WhatsApp Business app.
Used by more than 3 billion people globally, both for personal communication and business interactions, the company emphasised that “the WhatsApp you know and rely on remains free—simple, reliable, private messaging and calling.”
- It added that “this subscription does not change your core experience, and we are committed to ensuring that WhatsApp continues to get better for everyone.”
Premium features in WhatsApp Plus
While WhatsApp has not officially disclosed pricing, WABetaInfo reports that the subscription could cost around €2.49 per month in Europe, PKR 229 in Pakistan, and $2.99 per month in Mexico, with a one-month free trial expected for new users.
The subscription unlocks what the company describes as “premium stickers with special effects.” These stickers function as animated overlays that temporarily appear on the chat screen and can be visible even if the recipient does not have an active subscription.
Subscribers will also be able to customise their app experience with unique themes and icons. The plan further expands chat management, allowing users to pin up to 20 chats, significantly higher than the current limit of three.
Additional features include premium ringtones for selected contacts and the ability to customise chat lists with tailored alerts, sounds, and visual themes.
A growing push to monetise WhatsApp
The subscription rollout is part of Meta’s broader push to strengthen WhatsApp’s revenue generation. In June 2025, the company began introducing ads on the Status feature, a move that signalled a shift from its long-standing ad-free stance.
This strategy is already yielding results. During its Q4 2025 earnings call, Meta disclosed that WhatsApp revenue surpassed a $2 billion annualised run rate, driven largely by paid messaging tools for businesses. The company also reported that its family of apps saw a 54% year-on-year revenue increase to $801 million, with WhatsApp playing a significant role in that growth.
Similar monetisation efforts have emerged across the tech industry. Telegram launched its premium subscription in recent years, while Snapchat has expanded its paid tier with exclusive features. Meta itself has also tested subscription offerings across Instagram and Facebook as it seeks new income streams.
Impact on African users
Although it remains unclear when WhatsApp Plus will roll out across Africa, the continent represents one of the platform’s largest and fastest-growing user bases. Nigeria alone is estimated to have 90 to 100 million WhatsApp users, followed by Egypt with 34 to 56 million users and South Africa with around 28 to 29 million users.
For many Africans, WhatsApp has become a primary communication tool, effectively replacing SMS due to its lower cost and ability to support multimedia messaging. Small businesses across the continent also rely heavily on the platform for customer engagement and sales.
If adopted, the subscription model could introduce new ways for users to personalise their communication experience, particularly for professionals and entrepreneurs who depend on WhatsApp for daily operations. However, pricing sensitivity in African markets may influence adoption rates, especially in regions where users prioritise affordability.
Ultimately, the success of WhatsApp Plus in Africa will depend on whether its premium features deliver enough practical value to justify the added cost, in a market where the app’s free utility has been central to its dominance.