After years of being ad-free, WhatsApp will soon start showing advertisements — but only in its Status section, the app’s version of Instagram Stories.
Why it matters
This marks a major shift in WhatsApp’s business model, signaling Meta’s broader push to monetize its most-used messaging platform beyond its existing business tools.
What’s new:
- Users will see ads after scrolling through a few Status updates.
- Ad targeting will use basic metadata like location, language, and channels followed.
- Meta says no personally identifiable info — like phone numbers or message content — will be used.
- Users with WhatsApp linked to Meta’s Account Center may see ads based on their broader Meta preferences.
Zoom in
- WhatsApp is also rolling out a Channel discovery section, allowing both individuals and brands to promote their channels.
- Some creators and businesses will be able to charge subscription fees for exclusive channel content, paid via app stores.
- The Status and Channel features collectively see over 1.5 billion daily users, according to Meta.
What they’re saying
Alice Newton Rex, VP of Product at WhatsApp, said the new ad formats are a “natural evolution” as business and discovery tools on the platform grow.
“That was what we were increasingly hearing from businesses — that they wanted to be discovered directly within WhatsApp,” she said.
Between the lines
WhatsApp has historically avoided ads, relying instead on:
- Click-to-WhatsApp ads on Facebook and Instagram
- WhatsApp Business services for SMBs and enterprises
What’s next
The ads and paid channel features will roll out globally in the coming months, with no timeline yet for specific countries.
Source: Techcrunch
