WhatsApp No Longer Safe from Ads, Thanks to Meta
After over a decade of ad-free messaging, Meta is officially introducing advertisements to WhatsApp. This marks a significant shift for an app that previously resisted monetization through ads. Meta announced on Monday that businesses will now be able to run status ads in the WhatsApp “Updates” tab. These ads will encourage users to interact directly with advertisers through messaging. Importantly, the ads will remain separate from users’ private conversations.
In addition, WhatsApp’s Channels feature will also be monetized through search ads and subscriptions. This expansion reflects CEO Mark Zuckerberg’s vision to make WhatsApp “the next chapter” in Meta’s growth, as he previously explained to CNBC’s Jim Cramer. The shift arrives during a period when Meta is facing legal scrutiny, including an antitrust case tied to its acquisitions of WhatsApp and Instagram.
Although WhatsApp has operated differently from other Meta platforms, changes have been ongoing. For example, businesses already run click-to-message ads on Facebook and Instagram that drive users to WhatsApp. Now, these ads can exist natively within the app. The new format mimics Instagram Stories ads appear in the “Status” section and disappear after 24 hours.
Channels and Subscriptions Drive New Revenue
To further monetize WhatsApp, Meta is expanding how Channels are used. Users can follow people or organizations to receive one-way broadcast updates. As of this week, channel administrators can pay to boost their visibility within the WhatsApp directory. This is similar to promotional tactics used in Google’s and Apple’s app stores.
Beyond ads, Meta is also enabling monthly subscriptions within Channels. Administrators will be able to charge for access to exclusive content. Although Meta won’t take a cut immediately, the company plans to collect 10% of subscription revenue over time. According to Meta, this strategy allows creators to grow their audiences while eventually contributing to Meta’s bottom line.
Nikila Srinivasan, Meta’s head of product for business messaging, said the company is taking a careful approach. To reduce disruption, ads will be confined to the Updates tab, which was introduced in June 2023. She emphasized that personal messages and calls will remain encrypted and untouched by advertising.
Protecting Privacy While Expanding Business Tools
Srinivasan also noted that Meta will use limited user data to determine which ads to show. Information such as a user’s city, device type, language, and general interaction patterns will be used but not private conversations. “We really believe that the Updates tab is the right place for these new features,” she said.
Although WhatsApp has long stayed ad-free, the shift to monetization reflects broader industry trends. As more companies seek direct engagement with customers through messaging, Meta sees WhatsApp as a key player. With over 3 billion users globally and rapid growth in the U.S., it’s clear that WhatsApp is central to Meta’s evolving business model.
