WhatsApp is rolling out its paid Plus subscription to iOS users, adding premium features to its messaging app. The subscription, currently available to a limited number of iPhone users in Europe, costs €2.49 monthly, likely positioning around $2.99 when it reaches the US market. All core WhatsApp functionality remains free, with Plus serving as an optional upgrade for enhanced features.

Premium features include animated stickers, custom app icons, theme changes, and the ability to pin up to 20 chats instead of the standard three. Subscribers gain access to "upgraded lists" that allow managing multiple conversations simultaneously—applying a single theme, alert tone, or ringtone across all chats in a specific list. These features aim to enhance organization and personalization for power users.

While the subscription offers customization options, most users won't find the features essential to their messaging experience. The ability to pin more chats represents the most practical upgrade, especially for those managing numerous conversations. WhatsApp's strategy of maintaining free access to core functionality while adding premium extras follows a common industry pattern of monetizing optional enhancements rather than locking away basic features.