Meta began rolling out a paid "WhatsApp Plus" tier on April 20, priced around €2.49/month, with features including up to 20 pinned chats (vs. the free limit of 3), 18 custom app color themes, an alternate app icon, and exclusive stickers and ringtones. The launch mirrors Instagram's existing premium subscription and represents Meta's first attempt to directly monetize WhatsApp's 3 billion-plus users via the consumer app. TechCrunch noted the offering is "mainly cosmetic" with no functional capability upgrades; Bloomberg reported the rollout is starting in limited markets.