WhatsApp May Introduce €4 Monthly Fee to Remove Ads in Europe & UK
WhatsApp is reportedly preparing a new paid subscription that would allow users to remove ads from the app — without offering any extra features. The move signals a major change in how Meta plans to generate revenue from the world’s most popular messaging platform.
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| WhatsApp ad-free subscription plan removing ads from Updates tab |
According to information uncovered in WhatsApp Android beta version 2.26.3.9, the company is testing an optional ad-free plan aimed at users in Europe and the United Kingdom. The expected price could be around €4 per month, although Meta has not officially confirmed the final cost.
Why WhatsApp Is Testing a Paid Plan
Until now, WhatsApp has remained mostly free and ad-light. However, as regulatory pressure increases in Europe, Meta is being pushed to offer users a clear choice:
- Use the platform for free with ads
- Or pay a monthly fee to remove ads completely
This approach already exists on Facebook and Instagram in several European countries, making WhatsApp the next logical step in Meta’s monetization strategy.
Where Ads Currently Appear on WhatsApp
At the moment, ads are limited to the Updates tab only. This includes:
- Status Ads shown between friends’ Status updates
- Promoted Channels suggested to users while browsing Channels
Importantly, private chats, voice calls, and video calls remain ad-free, and Meta says it has no plans to place ads inside personal conversations.
What Happens If You Subscribe?
If the new subscription launches, users who choose the paid plan will:
- No longer see ads after Status updates
- Stop receiving promoted Channel recommendations
- Continue using all WhatsApp core features for free
There will be no additional premium tools or features — the subscription is strictly for removing ads.
How WhatsApp Targets Ads
Meta has emphasized that private messages are not used for ad targeting. Instead, ads are shown based on:
- Language preferences
- General location (not precise location)
- Activity within the Updates tab
This allows businesses to reach WhatsApp’s massive audience of over 1.5 billion users without compromising encrypted chats.
Regulatory Pressure Behind the Move
European and UK regulations now require major platforms to provide an alternative to ad-based access. This explains why WhatsApp is testing an ad-free paid option instead of expanding ads across the entire app.
Subscriptions would be managed via Google Play in-app purchases, and changes may take up to 15 minutes to apply after payment.
It is still unclear whether this plan will be:
- Exclusive to WhatsApp
- Or bundled with other Meta apps through the Accounts Center
When Will the Subscription Launch?
There is no confirmed release date yet. WhatsApp says the feature is still under development and must fully comply with regional laws before being rolled out.
For now, the subscription remains completely optional, and users who stay on the free version will continue to see ads only in the Updates tab.
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Frequently Asked Questions (FAQs)
Will WhatsApp charge everyone €4 per month?
No. The subscription will be optional. Users can continue using WhatsApp for free with ads.
Will ads appear in private chats?
No. Ads are limited to the Updates tab only.
Does the paid plan offer new features?
No extra features are included. It only removes ads.
Is WhatsApp reading private messages for ads?
No. WhatsApp says ads are not based on chat content.
Will this plan come to other countries?
So far, testing is focused on Europe and the UK. Other regions may follow later.
Also read: WhatsApp AI feature
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