Novel visible-light-driven plasmonic photocatalyst Ag/WO3-110 nanorods with the dominant {001} exposed facets were prepared via a two-step hydrothermal treatment and in-situ photoreduction reaction. The as-prepared samples were characterized by various analytical techniques, such as X-ray diffraction, transmission electron microscopy, X-ray photoelectron spectroscopy, UV-vis diffuse reflectance spectroscopy, photoluminescence spectra and electrochemical impedance spectroscopy. The results illustrated that the intrinsic nature of charge separation on the {001} facets of WO3-110 nanorods as well as the surface plasmon resonance (SPR) effect of Ag nanoparticles (Ag NPs) can facilitate the charge transfer between Ag NPs and the {001} facets of WO3-110 nanorods. Moreover, the size of Ag NPs also plays an important role in the SPR effect and the photogenerated carrier separation. Those Ag NPs loaded on {001} facets of WO3 nanorods exhibit size-dependent photocatalytic activity for the MO and RhB degradation. Additionally, the underlying photocatalytic reaction mechanism was further investigated by the photoelectrochemical experiment and the controlled experiments using radical scavengers. (C) 2016 Elsevier B.V. All rights reserved.