In a significant shift, Meta has officially launched ads on WhatsApp, marking the platform’s biggest monetization push since its acquisition over a decade ago.
Starting today, advertisements will appear in the app’s “Updates” tab — a space used by over 1.5 billion daily users to view Status posts and follow one-way Channels from creators and businesses. Meta emphasized that ads will not appear in private chats, and user messages remain end-to-end encrypted.
Meta is also introducing paid subscriptions for Channels, allowing users to access exclusive updates from their favorite creators or organizations. Businesses will now be able to promote their Channels within WhatsApp, enhancing visibility in the app’s growing directory.
“This is not a pivot — it’s an evolution,” said Nikila Srinivasan, Meta’s head of product for business messaging. “We’ve been very deliberate about keeping ads out of the inbox while building an optional space that helps users discover new content.”
The move aligns with CEO Mark Zuckerberg’s long-standing goal to transform WhatsApp into a revenue-generating “super app,” following models like China’s WeChat.
Meta says it will not take a cut from creator subscriptions or promotions this year, and reassured users that ad targeting will use minimal information such as location, language, and Channel interactions.
The company’s decision comes amid increasing efforts to turn WhatsApp into a full-scale business platform, incorporating tools like shopping catalogs, payments, and customer service integrations. (Newswire)
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