WhatsApp, the world’s most popular messaging platform with over 1.5 billion users, is set to roll out three new advertising features globally in a strategic move to boost revenue while maintaining user privacy.
The Meta-owned app has clarified that these new ad placements will not interfere with users’ private chats. End-to-end encryption will remain intact, and the content of users’ messages will not influence the ads they see. Instead, WhatsApp will use general user data such as location (country and city), preferred language, followed channels, and past ad interactions to personalise content.
For users who have linked their WhatsApp accounts with Facebook or Instagram, the app will deliver more personalised advertisements—part of Meta’s broader strategy to create a more interconnected ecosystem across its platforms.
Ads to Appear in “Updates” Tab
The new ad features will be restricted to the “Updates” section of WhatsApp, located at the bottom tab of the app. This section—distinct from users’ private chat inbox—already houses status updates and WhatsApp Channels.
Businesses operating channels on WhatsApp can now pay to promote their content in this Updates tab to attract new followers. They will also have the option to offer paid subscriptions for premium content, from which WhatsApp will eventually take a 10% commission. Additional charges may apply, depending on the app store policies and business size.
Moreover, businesses will be able to advertise using status updates, similar to Instagram Stories, allowing users to click and initiate a chat directly from the ad.
Industry Experts Weigh In
Social media analyst Matt Navarra described the move as Meta “laying the foundation for WhatsApp to finally become a monetisable platform at scale.” However, he warned that balancing monetisation with user experience could be challenging, especially in regions like the UK and Europe where WhatsApp is widely regarded as a pure messaging tool.
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“Any perception that the app is becoming noisy or Facebook-ified will spark backlash,” Navarra cautioned, noting that users may push back if the app becomes cluttered with advertisements.
Navarra also highlighted a broader trend across the social media landscape. “The feed is dying, public sharing is down, people are retreating into DMs and Stories in small groups,” he said. Meta’s changes, he suggested, reflect this shift, with WhatsApp being retooled as a content and commerce hub—without users necessarily noticing.
WhatsApp Responds to Concerns
WhatsApp chief Will Cathcart defended the new features, describing them as a “natural extension of messaging services” and pointing to similarities with other platforms like Snapchat and Telegram. He stressed that the changes would not interfere with users’ messaging experience.
“I want to stress this won’t affect your inbox,” Cathcart said. “If you’re only using WhatsApp for messaging, you’re not going to see this.”
Cathcart acknowledged that the Updates section is not particularly popular in the UK, but has gained more traction in other regions. He also addressed concerns around the app’s increasingly permanent features, including the controversial addition of a non-removable button for Meta AI.
“You can’t delete the channels button, you can’t delete the Updates button, you can’t delete the calls button,” he said. “We also don’t want to have a service that has lots of settings… that’s complexity too.”
A Delicate Balance
As WhatsApp begins monetising the periphery of its service, it faces a delicate balancing act: maintaining its core identity as a secure, simple messaging app while evolving into a platform that supports businesses and revenue generation.
The success of this rollout will likely depend on how users react to the new ad features, especially in markets that have long valued WhatsApp’s minimalist, ad-free experience.
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