iWorld
Netflix plans to give free access for a weekend in India
KOLKATA: Netflix has been constantly innovating its marketing and promotion strategy in India to get more users to sign up. Now, it plans to give free access to the Indian audience for a weekend.
“We think that giving everyone in a country to access Netflix for free for a weekend could be a great idea to expose a bunch of new people to the amazing stories we have and hopefully get a bunch of them to sign up. We will try that in India and we will see how that goes,” Netflix COO and chief products officer Greg Peters said in an earnings call after q3 results.
It is not easy to make a strong subscription base in India for Netflix. The competition is here not only with two-three services like Amazon Prime Video, Disney+Hotstar but with a number of homegrown services like SonyLIV, ZEE5, MX Player. Most of them offer their premium content at a much lower rate compared to Netflix. The service also started a mobile-only plan at Rs 199 last year to beat the odds which worked well for it.
“We're constantly assessing and testing and trying to understand what's working, what's working best, how do we improve. And we do that with our marketing and promotion tactics as well. One of the most effective ways to introduce Netflix to people in different countries around the world, and based on that testing and that actual performance, we've shifted those tactics, as you note, in many, many countries, including the United States. But we also seek to innovate and come up with what are new ways that we can use to introduce Netflix to new members,” Peters also added.
In a letter to shareholders, the service also acknowledged that it has much work to do in India to replicate the success in other APAC countries Japan and South Korea. Considerably, APAC has contributed mostly to the q3 growth of Netflix.
iWorld
WhatsApp tests ‘WhatsApp Plus’ paid subscription tier
€2.49 plan adds customisation tools, messaging and calls remain free.
MUMBAI: Your chats may soon get a glow-up at a small monthly price. WhatsApp is testing a new paid subscription tier called ‘WhatsApp Plus’, signalling a shift towards premium personalisation features while keeping its core services free. The feature is currently being rolled out to a limited set of Android beta users, with early reports from WABetaInfo indicating a price of €2.49 per month (approximately Rs 274). Meta has confirmed the test, stating that it is designed for users who want more control over how they customise and organise their app experience.
Importantly, the subscription remains optional. Core functionalities including messaging, voice calls and community features will continue to be available free of charge, ensuring that the platform’s primary use case remains unchanged.
Instead, WhatsApp Plus focuses on aesthetic and organisational upgrades. These include exclusive sticker packs, new themes, custom app icons and personalised notification tones. On the functional side, subscribers may be able to pin up to 20 chats significantly higher than the current limit of three along with access to custom chat lists and enhanced categorisation tools.
Industry observers suggest the offering is largely cosmetic. Social media consultant Matt Navarra noted that the features lean more towards visual and usability enhancements rather than altering the app’s core functionality.
While global pricing has not been finalised, the subscription is expected to remain a low-cost monthly plan, with reports indicating a possible one-month free trial for eligible users. The feature is still in beta, meaning the final set of offerings could evolve before a broader rollout. Support for iOS users is also anticipated in the coming weeks.
The move mirrors a broader trend in the social and messaging ecosystem, where platforms such as Snapchat and Instagram have introduced similar subscription layers adding premium features without placing core services behind a paywall.
For WhatsApp, the strategy appears clear, keep the conversation free, but charge for a little extra flair around it.
