In a significant policy change, Meta announced that advertisements will shortly be shown on WhatsApp, initially in the Updates tab, which features Status updates and Channels. It is the first time since the launch of WhatsApp in 2009 that users will be able to view in-app adverts.
The development follows Meta seeking to monetize WhatsApp, its most-used platform with more than 3 billion monthly actives, amidst declining ad growth on Facebook and Instagram.
Where the Ads Will Be Seen
The Updates tab—found at the bottom of the app—will feature the new ads, which will pop up between Status stories and public Channels. For the ads to be non-intrusive and relevant, Meta will draw on general user data such as:
- Location
- Language preferences
- Followed Channels
Most importantly, chats, calls, and group messages are kept private, saved from prying eyes by end-to-end encryption.
New Monetization Features for Creators & Businesses
Beyond ads, WhatsApp will feature:
Promoted Channels: Admins will now pay to increase their Channels’ visibility.
Paid Subscriptions: Users might be requested to pay for Channel content that’s exclusive, including premium posts or early access updates.
Meta officials say these features are part of a broader effort to empower creators and businesses, enabling them to scale their audiences and revenue directly on the app.
Meta Addresses Privacy Concerns
Addressing privacy concerns, Meta highlighted:
“None of your personal messages, contacts or phone numbers will ever be used for advertising. End-to-end encryption is preserved.”
Nevertheless, opponents—such as privacy advocates and rivals like Signal—caution that it leaves the door open for future data abuse.
Economic Impact & Global Rollout
Experts reckon that WhatsApp’s advert and monetization efforts may rake in more than $10 billion yearly in revenue by 2028. Meta’s shares recorded a near 3% increase after the announcement.
The launch will start slowly, starting with India, Brazil, Indonesia, and Europe before going global.
User Responses Diverse
The response on the internet has been mixed. While companies and content creators appreciated the chance to expand on WhatsApp, existing users complained that the app’s uncluttered, ad-free experience will be lost in no time.
Meta, however, explained that existing users who don’t want Updates or Channels can turn off the tab, keeping the experience traditional and chat-only.
Conclusion
With this change, WhatsApp becomes the latest of Meta’s platforms to monetize content and user time. While it seeks to find that balance between revenue and user trust, the next few months will be pivotal in showing whether or not WhatsApp is able to hold onto its loyal following—or send them elsewhere.
