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Meta has officially begun rolling out advertising features on WhatsApp, marking a significant evolution in the messaging platform’s business model.
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A Carefully Measured Entry into Advertising
Until now, WhatsApp had largely resisted integrating ads directly into its interface, unlike Facebook and Instagram. Users have appreciated the app’s clean, ad-free experience and strong emphasis on privacy and end-to-end encryption. In 2023, WhatsApp’s leadership denied reports suggesting a shift toward advertising, but the latest announcement reflects a strategic, privacy-conscious pivot.
“We’ve been talking about our plans to build a business that does not interrupt your personal chats for years, and we believe the Updates tab is the right place for these new features,” WhatsApp said in a statement.
Meta’s move brings interactive status ads to WhatsApp Business users, allowing advertisers to prompt direct conversations with consumers through the app’s messaging features. This interactive approach distinguishes WhatsApp ads from traditional display advertising found in feeds.
What’s New for Users and Businesses
- Status Ads:
Businesses can now place ads within WhatsApp Status updates (similar to Instagram Stories), encouraging users to engage directly via chat. - Paid Channel Subscriptions:
Channel creators can monetize their content by offering premium access to subscribers. - Promoted Channels in Discovery Tab:
Brands and creators will be able to feature their channels more prominently in the channel directory.
These updates are exclusively located in the Updates tab, which users can customize or turn off via settings, ensuring personal messaging remains untouched by ads.
Privacy Remains a Core Priority
Meta has reiterated its commitment to user privacy. Personal chats, group messages, and call data will not be used for ad targeting, and end-to-end encryption remains intact.
“Your personal messages, calls and statuses will remain end-to-end encrypted. This means no one, not even us, can see or hear them, and they cannot be used for ads,” said Nikila Srinivasan, Vice President of Product Management at Meta.
Targeting for ads in Status and Channels will rely on non-sensitive data such as users’ location (country or city), language settings, and interactions within the Updates tab—not their private communication.
Gradual Global Rollout Ahead
While Meta did not announce a specific launch date for individual markets, the company confirmed the features will roll out gradually over the coming months.
“They’re going to be rolling out slowly… so it might be a while until you see them in your countries,” Srinivasan added.
With over 2 billion monthly active users, WhatsApp represents one of Meta’s largest untapped revenue streams. The rollout of status ads and monetized channels signals a clear direction: Meta is ready to scale WhatsApp into a sustainable revenue driver, while carefully balancing privacy and user experience.
