Meta officially launched WhatsApp Plus, a new optional subscription service priced at $2.99 per month in the US. The premium tier adds several customization features that were previously spotted in beta testing but are now rolling out globally to all users.

WhatsApp Plus subscribers gain access to premium stickers, custom app themes, personalized app icons, additional chat pinning capabilities, premium ringtones, and enhanced chat list functionality. Meta emphasized that the core WhatsApp experience remains unchanged for non-subscribers, ensuring the messaging service continues to operate as expected for everyone.

This move represents Meta's broader push into subscription-based services across its social platforms, including separate offerings for Instagram and Facebook. The company has been exploring monetization strategies beyond advertising, particularly as privacy changes have impacted revenue.

WhatsApp Plus targets power users who want deeper customization options without altering the fundamental messaging experience. Whether consumers will embrace paying monthly for cosmetic upgrades remains an open question, but it provides Meta with a new revenue stream beyond traditional advertising models.