In summary:
- Tech Advisor reports that WhatsApp is introducing a subscription model offering users an ad-free experience for approximately €4 monthly, similar to streaming services like Netflix.
- This change responds to EU and UK regulations requiring user choice, with ads appearing in the status area for non-subscribers while chats remain advertisement-free.
- The freemium approach allows WhatsApp to monetize through advertising while providing users the option to pay for an uninterrupted messaging experience.
WhatsApp is and remains the most widely used messenger service in many countries, and as things stand today, is offered completely free of charge. But that is set to change soon.
Meta has been planning to introduce advertising for some time and is set to take effect this year, but users will apparently also be able to pay to remain ad-free.
With this measure, WhatsApp is responding to the EU and UK’s regulation that users must have a free choice between an offer with or without advertising. The fact that the latter will be subject to a fee is not exactly welcome, but it is similar to the approach taken by major streaming providers such as Netflix and, most recently, HBO Max.
How much will WhatsApp without ads cost?
The first indications of WhatsApp’s pricing were found in a beta version of the messenger, as reported by WABetaInfo. In version 2.26.3.9 for Android, a pop-up was found that refers to a subscription for ad-free use. This is expected to cost €4 per month.
This should be similar in the UK where we’ve already seen Meta give users the option on Instagram. Here it says you can “continue using our products for free with ads” or pay a monthly fee from £3.99.
Chris Martin / Foundry
This subscription can apparently be booked and managed via the Google Play Store. If users decide against it, they will see adverts in the WhatsApp status area in future. Chats will remain ad-free.
It is still unclear whether the price is final or just a placeholder. However, we consider it unlikely that the majority of users will be willing to pay this price.
When are WhatsApp ads coming?
There is currently no fixed date for the introduction of advertising on WhatsApp.
Meta recently announced that it would postpone the introduction of ads until 2026. Another postponement is unlikely, as the beta version indicates that a change is imminent.
In the US, users are already receiving advertisements in WhatsApp. The change represents a major shift, as Meta has so far refrained from monetising the popular messenger service. However, those days are apparently over.
This article originally appeared on our sister publication PC-WELT and was translated and adapted from German.