January 26, 2026, 11:10 am | Read time: 3 minutes
Advertising on WhatsApp was long considered taboo–but this promise now comes at a price. The messenger is currently planning a subscription model that allows users to remove ads from a central area of the app. This move is driven less by a strategic shift and more by European regulatory pressure.
The new paid model on WhatsApp specifically involves hiding ads in the so-called Updates tab. Relevant information was discovered by “WABetaInfo” in the Android beta version 2.26.3.9. The planned subscription is aimed exclusively at users in Europe and the United Kingdom and is still in the development phase.
WhatsApp Tests Subscription to Remove Ads in Updates Tab
So far, the ads only appear in the Updates tab, where status updates and subscribed channels are displayed. According to WhatsApp, private chats, groups, or calls are not affected. The company emphasizes that the ads are based on general signals such as language, location, and interactions. Personal content is not evaluated.
However, subscribers will soon be able to completely opt out of ads and promoted channels in the Updates tab if they wish. The planned subscription option can be managed and canceled via the Google Play Store. According to WhatsApp, adjustments like cancellations or activations may take up to 15 minutes to become visible.
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Response to European Data Protection Regulations
The development is driven by regulatory pressure from the European Union. Laws such as the General Data Protection Regulation (GDPR) and the Digital Markets Act (DMA) require Meta–WhatsApp’s parent company–to comply with strict guidelines. Users must be able to choose between consenting to personalized advertising or opting for a paid ad-free service.
This so-called “Pay-or-Okay” model is already in use on Facebook and Instagram. There, Meta currently charges a price of 5.99 euros per month (browser) or 7.99 euros (app) for ad-free use. For WhatsApp, a benchmark of 4 euros per month is currently being discussed, which appeared in the beta version. However, this price has not yet been finalized and may vary by country. Meta may also offer a combo subscription for Facebook, Instagram, and WhatsApp, which would be slightly cheaper overall.
Also of interest: Pay or Share Data? The Controversial Subscription on Facebook and Instagram
Ad-Free Use Remains Voluntary
The decision for or against ads remains up to the users. The planned subscription is voluntary and is not intended to impose any restrictions on the free service with ads. It also remains unclear whether the subscription will be integrated into a Meta-wide package in the future or remain a standalone solution for WhatsApp.
The messenger has not yet announced a specific launch date. Meta’s official announcement is expected in the coming months. Industry observers see the model as a potential test run for similar strategies in other markets worldwide.