In a move that marks a significant shift for WhatsApp, Meta has begun introducing advertisements into the messaging app’s ecosystem. Once fiercely ad-free and privacy-focused, WhatsApp will now feature sponsored content in the “Updates” tab, where the app’s Status feature resides.
Much like Instagram Stories, this part of WhatsApp allows users to post disappearing media updates. But now, alongside your friends’ photos and videos, you might find a tailored ad from a business.
This change has been years in the making and not without controversy. WhatsApp’s founders famously opposed any form of advertising. Although Meta shelved its initial plans for in-app ads in 2020, it never completely abandoned the idea. In 2023, WhatsApp’s head, Will Cathcart, confirmed that the company was still pursuing ad integration. Now, that effort has gone live.
Meta claims it will use only “limited” information to personalize ads. This includes your location (like your country or city), language, the channels you follow, and how you’ve interacted with other ads across Meta platforms. Importantly, Meta assures users that their messages, calls, and group chats will remain untouched and that it “will never sell or share your phone numbers to advertisers.” Users can also manage their ad settings via Meta’s Accounts Center if they choose to opt in.
“We’ve been talking about our plans to build a business that does not interrupt your personal chats for years, and we believe the Updates tab is the right place for these new features to work,” Meta stated in its announcement.
Beyond ads, WhatsApp is also evolving its Channels feature. Meta is rolling out promoted channels in the Explore section, allowing brands to reach new audiences. Additionally, users can now subscribe to channels for exclusive updates, positioning WhatsApp as more than just a messaging app—it’s quickly becoming a curated content platform.
While Meta’s move is strategic, given the company’s colossal $160 billion ad revenue in 2023, it raises questions about whether WhatsApp can maintain its original identity in a profit-driven ecosystem.
