WhatsApp is rolling out three new advertising features globally within the messaging app.
According to the Meta-owned platform, these ads will not appear alongside personal chats, and the content of encrypted messages will not be utilized for ad targeting.
Instead, WhatsApp will leverage factors such as user location, language, ad interactions, and followed channels to personalize content suggestions.
However, users who link their WhatsApp accounts with Facebook or Instagram will experience more tailored advertisements.
These new advertising options will be featured in a dedicated section called Updates, found in a separate tab at the bottom of the app.
WhatsApp reports a global user base of 1.5 billion.
Businesses with channels can opt to promote their ads in the Updates section to gain new followers and may also implement a subscription model for additional content.
WhatsApp plans to take a 10% commission from these fees, along with potential extra costs at the app store level based on business size.
Companies can also advertise via status updates, resembling Instagram stories and linking directly to chat initiation when clicked.
Social media analyst Matt Navarra remarked to the BBC that Meta is “establishing the groundwork for WhatsApp to become a scalable monetizable platform.”
However, he cautioned that monetizing WhatsApp’s periphery while safeguarding personal chats carries potential risks for the company.
This concern may be especially relevant in regions like the UK and Europe, where WhatsApp is primarily viewed as a messaging service with less enthusiasm for content feeds or advertisements.
He noted, “Any impression that the app is becoming cluttered or overly commercialized could lead to backlash.”
It’s no accident that these new features align WhatsApp more closely with Meta’s other platforms, Facebook and Instagram.
“Clearly, there’s some overlap,” stated WhatsApp head Will Cathcart.
“We have stories on Instagram and stories on WhatsApp, and now we offer businesses a way to promote themselves on both—something we see as beneficial.”
He emphasized that this move represents a “natural progression of messaging services,” akin to features seen in competitors like Snapchat and Telegram.
Matt Navarra highlighted that this reflects a broader transformation in the social media environment.
“The feed is declining, and public sharing is diminishing, as people prefer to engage in direct messages and small group Stories,” he noted.
“Meta aims to evolve WhatsApp into a platform without users noticing; however, if changes occur too rapidly or it begins to resemble an ad network, users might disengage or, worse, lose trust in the app.”
Recently, WhatsApp frustrated users by introducing a permanent button for Meta’s AI tool, which cannot be deactivated or removed. Mr. Cathcart assured that users who prefer not to see ads or follow channels won’t be compelled to do so.
“I want to emphasize that this won’t interfere with your inbox,” he clarified.
“If you’re only using WhatsApp for messaging, these new features won’t be noticeable.”
He mentioned that the Updates section is “not particularly popular” in the UK but enjoys greater usage elsewhere, and that the company would “consider feedback” regarding the unremovable AI tool, noting that other permanent features exist within the app.
“You can’t delete the channels button, the Updates button, or the calls button,” he remarked.
“We also want to avoid creating a service bogged down by numerous settings, as that adds complexity.”