WhatsApp is experimenting with a new subscription tier that offers cosmetic upgrades like custom icons and themes. While this may appeal to users keen on personalising their chats, the additional functionality remains limited.

The premium plan, confirmed by Meta in a statement, includes features such as expanded pinned chats, custom lists, and new chat themes – but no mention of ad removal from Status, which has been running ads since last year. Pricing is yet to be specified, with estimates suggesting €2.49 per month in Europe.

First introduced over a decade ago with a $1 subscription fee, WhatsApp abandoned the model after acquisition by Facebook in 2016. The company’s business now relies on advertising through click-to-WhatsApp ads, which generated significant revenue for Meta, reaching an annualised run-rate of over $2 billion.

While only a fraction of its 3 billion-plus user base will initially have access to WhatsApp Plus, this test could pave the way for further monetisation strategies. For now, it seems more about enhancing the aesthetic appeal than revolutionising communication.