WhatsApp Ads: Meta to Launch €4 Monthly Fee for Ad-Free Updates in Europe

Meta Platforms Inc. (WhatsApp's parent company) has begun developing an optional subscription plan for WhatsApp users in Europe and the United Kingdom that would charge around 4 euros per month to eliminate advertisements and promoted channels from the app's Updates tab.

Credit: WABetaInfo

The feature appeared in the Android beta version 2.26.3.9 of the app and remains under development with no confirmed release date as the company works to meet regional regulatory requirements.

WhatsApp first introduced ads in the Updates tab, including status ads and promoted channels, to a limited number of countries such as the United States last year as part of a gradual rollout to businesses seeking access to the platform's more than 1.5 billion users worldwide.

The subscription would apply through an in-app purchase via the Google Play Store and take up to 15 minutes to activate, with users able to cancel at any time.

Core functions of the app, including private messaging, voice calls and video calls, would stay free for all users regardless of subscription status.

"Once users subscribe to this new plan, WhatsApp will no longer add ads to the Updates tab," according to details from the beta version.

"This means subscribed users will never see an ad after viewing a certain number of status updates. They will also not see promoted channels."

The plan targets compliance with European Union and UK rules that mandate options for users between ad-supported services and paid alternatives, similar to existing models on Meta's Facebook and Instagram platforms.

Ads on WhatsApp rely on basic signals like user language, general location and interactions within the Updates tab rather than data from personal conversations or groups.

Meta has yet to provide official comments on the subscription's final pricing, which could adjust by country or vary if linked to the company's Accounts Center for multiple apps.