WhatsApp, the globally popular messaging app owned by Meta, has officially launched adverts within its platform, marking a significant change from its long-standing ad-free experience.
The new ads will appear exclusively in WhatsApp’s 'Updates' tab, which features Stories-like Status updates and Channels, leaving private chats untouched and maintaining end-to-end encryption for personal messages.
The Updates tab, used daily by 1.5 billion users, will now include three new monetisation features: ads in Status updates, promoted channels in the Channels discovery section, and paid subscriptions for exclusive channel content. These ads will resemble Instagram Stories ads and allow users to initiate chats with businesses directly from the ads. Businesses can also promote their channels to attract new followers.
A notable addition is a new subscription model that allows channel admins to offer exclusive content to their most engaged followers for a monthly fee. “This means channel owners will be able to share exclusive in-the-moment updates with their most engaged followers, and they'll be able to earn money while doing so,” said Nikila Srinivasan, vice president for product management at Meta, during a call with reporters. While Channels will remain free for WhatsApp users, channel admins can opt to set a monthly subscription fee within a specified range, according to a Meta spokesperson.
The shift comes after years of speculation and internal debate within Meta about introducing ads on WhatsApp. Initially, the app’s founders resisted advertising, but Meta’s growing need to monetise WhatsApp’s massive user base, over 2 billion monthly active users, has driven the decision. Meta generated over $160 billion in advertising revenue last year, and WhatsApp’s new ad features represent a strategic effort to tap into its engaged audience without compromising privacy in personal chats.
The rollout will be gradual, with ads and new features becoming available in different regions over the coming months. WhatsApp has confirmed that all new features will be introduced exclusively in the Updates tab, which is separate from the Chats tab. The company reiterated that users who use WhatsApp solely for messaging friends and family will see no changes to their chat experience.
Industry reaction
WhatsApp cofounders Jan Koum and Brian Acton resisted ads even after Meta’s $22 billion acquisition in 2014. But Meta announced Monday it will introduce ads in WhatsApp’s Updates tab, raising questions about the platform’s impact and potential as a new media buying channel.
"The move should come as no surprise to anyone and represents the inevitable monetisation of messaging platforms, even if Meta hadn’t hinted towards it before," Kelson Ong, general manager at We Are Social Singapore told Campaign. "WhatsApp is used by approximately a quarter of the world’s population; so, the business case is undeniable. In addition, the 1.5 billion daily users already engaging with the Updates tab represent a massive untapped inventory."
Data from We Are Social's report shows that WhatsApp has the highest daily average open rate and more daily active users than nearly all other platforms except YouTube. It has also taken the top spot as the world’s favourite social media app—ahead of all other platforms, including Instagram, TikTok and Facebook.
"Meta’s being smart about it and testing the waters in less intrusive areas like Status and Channels first (and taking care not to annoy users)," says VaynerMedia APAC's head of media Marc Langenfeld. "The immediate question is scale: how many users actually engage in Status or Channels today, and will they meaningfully grow? Many might initially ignore it due to perceptions of low reach, which in turn creates a huge underpriced attention opportunity for savvy early adopters."
Ori Gold, co-founder and CEO, Bench Media says placing ads in the Status (Updates) section feels like a smart move. "It’s non-intrusive, fits naturally into the interface, and opens the door to rich, high-quality formats, such as video and audio. For brands with strong community engagement and loyal followings, this could be a powerful new channel. High attention, low resistance, and built for storytelling. This could quickly become a high-performing placement for the right advertisers."
Meta emphasises that the introduction of ads will not disrupt users’ private conversations. WhatsApp’s vice president of product management reassured that personal messages, calls, and group memberships remain end-to-end encrypted and will not be used to target ads. "WhatsApp's 'Chats' tab, where users send and receive messages, will remain end-to-end encrypted and will not be used to show ads", Srinivasan told reporters on a call.
Phone numbers will never be sold or shared with advertisers. Instead, ad targeting will rely on limited data such as users’ country or city, device language, the Channels they follow, and their interactions with ads. Users who link their WhatsApp accounts with Facebook or Instagram may see more personalised ads based on their broader Meta account activity.
Social media analysts note that monetising WhatsApp’s peripheral features may be challenging, especially in more privacy-conscious markets.
"Meta’s decision to introduce ads into WhatsApp’s Status tab marks a significant departure from its ad-free promise, a move many users may view as a breach of trust," says Alberto Sanchez, head of media, Orange Line. "At a time when authenticity and credibility are more valued than ever, this shift may feel invasive and manipulative. Meta needs to be very careful with its implementation to avoid further backlash. This controversy opens up a clear opportunity for alternative messaging apps to win over disaffected users."
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