WhatsApp is shaking things up with its first-ever ads, but don’t worry—your private chats won’t be interrupted. The Meta-owned messaging giant has announced that advertisements will now appear exclusively in its Updates tab, a space that includes Channels and Status and is used by over 1.5 billion people daily. This marks a major shift for WhatsApp, which has long avoided traditional ads despite its massive global audience.
Ads Confined to Updates Tab, Personal Chats Stay Private
WhatsApp has made it clear that personal messaging will remain untouched by ads. The new advertising features will only be visible within the Updates tab, so users who primarily use WhatsApp for personal chats won’t see any changes in their experience. Moreover, the Updates tab can be turned off in settings, allowing users to maintain an ad-free interface if they prefer.
Meta emphasized that end-to-end encryption continues to protect personal messages, calls, and statuses, ensuring that none of this private content will be used for ad targeting. According to Nikila Srinivasan, Meta’s VP of Product Management, “No one, not even us, can read or listen to your personal messages, and they won’t be used for advertising purposes.” WhatsApp also won’t share or sell users’ phone numbers to advertisers.
What Ads and Monetisation Features to Expect
The new monetisation tools include:
Advertisements embedded in the Status feature, WhatsApp’s version of Instagram Stories, where users will see ads similar to those on Instagram Stories.
Promoted Channels in the Discovery section, allowing brands and creators to pay for higher visibility.
Optional paid subscriptions for Channels, enabling users to subscribe to premium content from creators and businesses.
These features aim to leverage WhatsApp’s vast user base without compromising the app’s core promise of privacy. Ads will be targeted based on general data such as location, device language, and user interaction within the Updates tab, rather than private messaging content.
Why Now? Meta’s Push to Monetise WhatsApp
Since acquiring WhatsApp in 2014, Meta has refrained from introducing ads on the platform, unlike Facebook and Instagram. However, with over two billion monthly active users, WhatsApp represents a huge opportunity for revenue generation. Industry experts have long anticipated Meta would eventually monetise WhatsApp more aggressively, and this rollout is the company’s most assertive move yet in that direction.
The rollout will be gradual over the coming months, giving users time to adapt to the new features. For those who avoid the Updates tab, the WhatsApp experience will remain as seamless and ad-free as ever.
WhatsApp’s introduction of ads in the Updates tab is a carefully balanced move to open new revenue streams while safeguarding the privacy and simplicity that users cherish. If you prefer your WhatsApp experience without ads, simply disable the Updates tab and continue chatting uninterrupted. For the billions who enjoy Status and Channels, new content and advertising opportunities are just beginning to unfold.
