Meta has started showing ads in WhatsApp by adding advertisements to the “Updates” tab, which is viewed daily by over 1.5 billion users. This new feature will not affect private messages or calls — ads will appear only in statuses that resemble Stories on other social networks. It’s a logical move, as such formats are popular and allow brands to attract audience attention more effectively.
Now companies have the opportunity to promote their channels in the “Updates” tab and offer subscriptions with exclusive content. Initially, Meta will not charge a commission on such subscriptions, but in the future, it plans to retain about 10% of the revenue. Ads will be targeted based on users’ language, country, and interests, but personal data such as chats, phone numbers, or browsing history will not be used. Importantly, if a WhatsApp account is not linked to the Meta Account Center, data from Instagram or Facebook will not be applied for ad personalization within the messenger.
This move by Meta is part of a large-scale monetization strategy, especially against the backdrop of significant company investments in artificial intelligence development. For instance, Meta has already invested over $14 billion in the startup Scale AI, which specializes in data labeling for AI model training. The launch of ads in WhatsApp can be seen as the next stage in the evolution of the platform, which now boasts over 2 billion active users worldwide.
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Previously, WhatsApp earned mainly from the business version of the app and ads directing users to chats via Facebook and Instagram. The introduction of this new advertising feature in the “Updates” tab opens new opportunities for both brands and users, who will receive more personalized and relevant content. The global rollout of this feature is expected to take several months, gradually making ads an organic part of user interaction with the messenger.
Personally, I believe this decision could have both positive effects on the advertising market and raise concerns about privacy and ad overload. However, considering that Meta does not use users’ personal data for targeting in WhatsApp, this could represent a balance between commercial interests and privacy protection. It will be interesting to see how users perceive this innovation and whether Meta can find an optimal ad format that does not interfere with communication.
Read also: Meta tests hidden text in Threads to avoid spoilers and protect sensitive content.
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