WhatsApp, the widely used messaging platform owned by Meta, is set to introduce new advertising features globally. These changes aim to monetise the app more extensively, bringing it closer in line with Meta’s other platforms like Facebook and Instagram. While private chats will remain encrypted and ad targeting won’t use message content, users may see more personalised ads if their WhatsApp account is linked to Facebook or Instagram.
WhatsApp’s New Advertising Features
WhatsApp is rolling out three new advertising features, primarily located within the ‘Updates’ section of the app, a separate tab from private chats. These features are designed to offer businesses new ways to reach users and generate revenue for Meta.
- Promoted Channels: Businesses with channels will be able to promote them in the Updates section to attract new followers. This also includes the option for businesses to charge a subscription for exclusive content, with WhatsApp eventually taking a 10% commission.
- Status Update Ads: Firms can advertise through status updates, which are similar in appearance to Instagram Stories. Clicking on these ads will directly link to starting a chat with the business.
- Targeted Ads: While private chat content remains encrypted and won’t be used for ad targeting, WhatsApp will utilise user data such as country, city, language, interaction with other ads, and followed channels to suggest content. Users who have linked their WhatsApp account to Facebook or Instagram will experience more personalised advertising.
Monetisation Strategy and User Impact
WhatsApp’s move into more extensive advertising is a clear strategy by Meta to monetise the platform, which boasts 1.5 billion users globally. This aligns WhatsApp more closely with the business models of Facebook and Instagram.
WhatsApp boss Will Cathcart stated that these changes are a "natural extension of messaging services" and comparable to features found in rival apps like Snapchat and Telegram. He emphasised that these ads will not affect users’ inboxes, and those who primarily use WhatsApp for messaging will not encounter them.
Expert Insights and Potential Challenges
Social media expert Matt Navarra views this as Meta "laying the foundation for WhatsApp to finally become a monetisable platform at scale." However, he cautions that "monetising the periphery" of WhatsApp while maintaining private chats could carry risks, particularly in regions like the UK and Europe where the app is predominantly seen as a private messaging tool.
Navarra warns that "Any perception that the app is becoming noisy or Facebook-ified will spark backlash." He also noted a broader trend in social media where public sharing is declining, and users are retreating to private messages and stories. Meta’s challenge is to integrate these new features without alienating its user base, especially after recent user dissatisfaction over the unremovable Meta AI tool button.
Cathcart acknowledged that the Updates section is "not particularly popular" in the UK but sees more use elsewhere. He also defended the presence of permanent features, stating that adding too many settings would create unnecessary complexity for users.
