WhatsApp is reportedly preparing to expand advertising to more regions while also testing a paid subscription option that removes ads entirely, according to new findings in the app’s Android beta version.
Code discovered in WhatsApp beta 2.26.3.9 suggests Meta is experimenting with a monthly subscription that provides an ad-free experience, particularly for users in Europe and the UK.
€4 Monthly Ad-Free Plan Under Testing
Screenshots shared by WABetaInfo indicate the subscription could cost around €4 per month, though Meta has not officially confirmed pricing. The test suggests a potential shift in WhatsApp’s long-standing business model of offering completely free access.
If introduced, the subscription would remove advertising content from the app while keeping private chats, voice calls, and video calls free for all users.
Where Ads Currently Appear on WhatsApp
At present, ads are limited to the Updates tab, where users view:
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Status Ads appearing between Status posts
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Promoted Channels shown as recommendations
Under the proposed subscription, users would no longer see:
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Sponsored content after Status updates
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Promoted Channel suggestions
Personal messaging and calls would remain unaffected and ad-free regardless of subscription status.
Meta’s Advertising Strategy on WhatsApp
Meta first introduced ads in WhatsApp’s Updates section in the United States last year, later expanding the feature to other regions.
The company has stated that:
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Private chats are not used for ad targeting
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Ads rely on factors like:
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Language
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General location
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Activity within the Updates tab
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Meta views WhatsApp’s massive user base of over 1.5 billion people as a key opportunity for businesses to reach customers.
Regulatory Pressure Driving Paid Alternatives
The introduction of a paid, ad-free option aligns with European and UK regulations, which require platforms to give users a choice between:
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Ad-supported access
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Paid alternatives without advertising
Similar subscription models already exist for Facebook and Instagram in these regions, where users can pay to avoid ads.
Subscription Handling and Possible Bundling
According to the beta details:
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Payments would be processed through Google Play in-app purchases
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Ad removal may take up to 15 minutes to activate after payment
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It is unclear whether:
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The plan will apply only to WhatsApp, or
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Be bundled through Meta’s Accounts Center across multiple apps
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No Official Launch Date Yet
WhatsApp has not announced a public rollout timeline. The company says the feature is still under development and must comply with local regulatory requirements before any official release.
For now, the subscription remains optional, and users who stay on the free tier will continue seeing ads in the Updates tab as WhatsApp gradually expands its advertising system worldwide.
