WhatsApp has officially confirmed it will begin introducing advertisements to its platform, marking a major pivot for the messaging service that has largely remained ad-free since its inception.
Announced on Monday, the Meta-owned app revealed plans to roll out three new monetization features within its Updates tab, which includes Channels and Status, used by over 1.5 billion people daily. These features will include paid channel subscriptions, promoted channels in the Discovery directory, and ads within Status, WhatsApp’s version of Instagram Stories.
WhatsApp stressed that the core messaging experience will remain unchanged. “Users who only use WhatsApp for personal messaging will see no changes. These features are limited to the Updates tab, which can be turned off in settings,” the company said.
The introduction of ads is a delicate step for WhatsApp, which has positioned itself as a privacy-focused alternative to other Meta platforms like Facebook and Instagram. In 2023, WhatsApp leadership publicly denied reports it was exploring traditional ads, despite growing speculation over Meta’s monetization strategies.
Now, with more than 2 billion monthly active users, Meta appears ready to tap into WhatsApp’s vast engagement potential.
Speaking to reporters, Nikila Srinivasan, Meta’s vice president of product management, emphasized that user privacy remains a top priority. “Your personal messages, calls, and statuses will remain end-to-end encrypted. No one, including us, can see or hear them, and they won’t be used for ads,” she said.
Meta also confirmed it will not share or sell users’ phone numbers to advertisers. Ad targeting will instead rely on general details such as user location, device language, and activity within the Updates tab.
Industry observers view the move as inevitable. “Given WhatsApp’s size, its lack of monetization was always an anomaly,” said one analyst. However, concerns remain over how even limited advertising could affect user trust.
No specific timeline was provided, though Srinivasan noted the features will be introduced “slowly over the next few months,” varying by region.
Until now, WhatsApp’s only ad-like elements were promotional messages via WhatsApp Business and limited Status ad testing in select markets.
As Meta looks to diversify revenue amid regulatory pressures and increased competition, WhatsApp’s foray into advertising could reshape the user experience, and redefine how messaging platforms make money.
Written By Rodney Mbua
