WhatsApp joins Instagram in selling new premium subscriptions

WhatsApp is selling a new premium subscription that includes more custom features, part of a broader effort by parent company Meta Platforms to build a revenue stream that can complement its core advertising business.

“WhatsApp is testing a new, optional subscription called WhatsApp Plus, designed for users who want more ways to organise and personalise their experience,” WhatsApp said in a statement. “We’re starting with a small test to gather feedback and ensure we’re building something people find genuinely valuable.”

Paying subscribers will get access to some additional WhatsApp features like more pinned chats, custom lists, and new ways to personalize a chat’s look and feel, the company said. WhatsApp doesn’t plan on charging for private messaging or core features.

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Meta has offered various subscription products over the years, including one for people who want to support content creators. It began testing premium subscriptions on Instagram last month.

Meta makes the vast majority of its revenue from advertising, but subscriptions are an appealing complement because they offer a predictable revenue stream. Other advertising-dependent companies like Snap and Elon Musk’s X are also selling paid subscriptions.

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