Meta is officially bringing ads to WhatsApp, but it’s trying hard not to mess with what users care about most, private, encrypted messaging.
The new ad features will roll out inside the ‘Updates’ tab, not in private chats. That means you won’t suddenly find sponsored messages mixed into your conversations. Instead, Meta is placing sponsored content where users check channels and status updates.
What’s staying untouched is end-to-end encryption. Meta has made it clear that private messages remain off-limits. The new ad targeting system will work based on broad data, like your location, language, which channels you follow, and whether you’ve clicked on ads before.
It’s a big move as Meta continues pushing WhatsApp into becoming more than just a chat app. With this rollout, WhatsApp joins Facebook and Instagram in Meta’s unified data-sharing strategy. That makes ad targeting across all its platforms more seamless.
For businesses, the changes open up new options. Brands with WhatsApp Channels can now promote themselves in the Updates section to gain followers. They can also charge for premium content, like exclusive updates or videos, through subscriptions. WhatsApp will take a 10% cut from that, with app store commissions possibly adding more.
Another new feature allows brands to post sponsored “status updates” – similar to Stories on Instagram – with swipe-up links that take users directly into chat conversations.
Matt Navarra, a well-known social media analyst, told the BBC that this shift lines up with how people are using platforms now. “The feed is dying, public sharing is down, people are retreating into DMs and Stories in small groups,” he said. In other words, Meta’s following where the attention is going.
Still, there’s a question of how users in some regions will react. In places like the UK and across the EU, WhatsApp is still seen mainly as a no-nonsense messaging app. Ads, even if they’re not in your chat window, could feel like a step too far for some.
Navarra warns that if WhatsApp starts to feel too noisy or begins to resemble Facebook, it could push people away.
But Will Cathcart, head of WhatsApp, is confident the rollout won’t cause backlash. He says most users who just use WhatsApp for messaging won’t even notice the changes. “If you’re only using WhatsApp for messaging, you’re not going to see this,” he said.
That’s a key point. WhatsApp wants to add value for brands and creators without alienating everyday users. Whether that balance works remains to be seen.
With Meta investing more into WhatsApp monetisation, one thing is clear: the app is no longer just about chatting. For better or worse, it’s becoming part of Meta’s wider ad machine.
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