The Dawn of Advertising on WhatsApp
After years of speculation, Meta has officially announced the introduction of advertisements on WhatsApp, marking a significant shift for the messaging platform once known for its ad-free, privacy-first approach.
The ads will appear in the app’s Updates tab, a section used by 1.5 billion daily users to view Status posts (similar to Instagram Stories) and follow Channels (broadcast updates from businesses and creators). Meta insists that personal chats, calls, and groups will remain end-to-end encrypted and free from ads, aiming to minimise disruption to private messaging.
How Ads Will Function on WhatsApp
The new advertising model includes several key features. Status ads will allow businesses to promote content between users’ Status updates, similar to Instagram Stories, with potential click-to-message prompts for direct engagement. Promoted Channels also enable companies and creators to boost visibility in WhatsApp’s Channels directory, making discovery easier for users.
Additionally, paid subscriptions will let Channel administrators charge for exclusive content, with Meta eventually taking a 10% cut of subscription fees.
Meta claims ads will be targeted using limited data, such as country, city, language settings, followed by Channels, and ad interactions. Cross-platform data may also be used if WhatsApp is linked to Meta’s Accounts Centre. However, the company stresses that personal messages, calls, and group data will not be used for ad targeting.
WhatsApp Privacy Concerns and User Backlash
WhatsApp’s founders, Jan Koum and Brian Acton, famously opposed advertising, leaving Meta in 2018 over disagreements about monetisation and data practices. Privacy advocates, including the Electronic Frontier Foundation and NOYB, argue that even limited data collection risks eroding WhatsApp’s reputation as a secure platform.
Critics highlight that users who link WhatsApp to Meta’s Accounts Centre may see more personalised ads based on their Facebook and Instagram activity, raising concerns about data consolidation. Meta maintains that this is optional and that phone numbers will not be shared with advertisers.
Meta’s Monetisation Strategy and Market Impact
With three billion global users, WhatsApp represents a vast untapped revenue stream for Meta, which earned $160.6 billion from ads in 2024. CEO Mark Zuckerberg has long framed messaging as the “next pillar” of Meta’s business, drawing inspiration from Asia’s super-app model, such as WeChat.
Analysts predict the move could significantly boost Meta’s earnings, though some warn of potential user attrition in privacy-conscious markets like the UK and EU. Competitors like Signal are already positioning themselves as ad-free alternatives.
Verdict
Meta’s introduction of ads to WhatsApp is a calculated gamble—one that seeks to monetise a massive user base without alienating its core audience. While the company assures users that private chats remain untouched, the long-term impact on WhatsApp’s brand trust remains uncertain.
For now, the ads are confined to the Updates tab, but as Meta continues to evolve WhatsApp into a broader platform, users and regulators alike will be watching closely.
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Muzhameer Putra