Meta Brings Ads To WhatsApp

WhatsApp is getting ads for the first time. Announced on Monday, the new ad formats will appear exclusively in the Updates tab – where users post statuses and explore channels – rather than in private chats, ensuring that end-to-end remains uncompromised. Ads will be displayed between user stories, adopting a model similar to Instagram's stories feed.

Crucially, the content of users' encrypted messages will not be used for ad display. Instead, the country, city, and language of the users, their interaction with ads, and their followed channels will determine the nature of ad content. However, those who have linked their WhatsApp with Instagram or Facebook accounts will experience more personalised advertisements.

With over 1.5 billion users globally, WhatsApp is now also offering business channels the opportunity to advertise in the Update section. These channels may also introduce subscription models for premium content, with WhatsApp charging a 10% commission which will increase based on business size. Previously, WhatsApp's revenue came from its Business platform and click-to-WhatsApp ads. According to the social media giant, ads and these features will roll out globally in the coming months.