WhatsApp Finally Welcomes Ads: What It Means for Users, Businesses, and Privacy
WhatsApp has long stood as one of the few major messaging platforms without ads—but that’s about to change. Starting June 16, 2025, Meta will begin displaying ads in WhatsApp’s Updates tab, which includes both Status posts and one-way Channels. This section of the app draws daily visits from around 1.5 billion of WhatsApp’s 3 billion monthly users.
Where ads will appear (and where they won’t)
• Ads in ‘Updates’ only: The new advertisements will debut exclusively in the Updates tab—not in private 1:1 chats or group conversations—ensuring users’ personal messaging remains untouched and end-to-end encrypted.
• Types of ads: Businesses can now promote their Channels within the directory and place ads between Status updates. These will mimic the style of Instagram Stories ads, with options to skip or tap for more details.
New monetization features
Meta isn’t just adding ads—it’s rolling out a suite of new revenue tools:
- Promoted Channels: Businesses and creators can pay to boost their channels’ visibility within the Channels directory.
- Channel subscriptions: Users can subscribe to select Channels for exclusive, premium content. Meta will not take a cut from these subscriptions in 2025.
- Ad engagement via Status: Users who click on ads will be able to start chats with businesses directly via WhatsApp.
Meta’s defense: “Privacy‑first” advertising
Meta emphasizes that ads have been designed with privacy protections in mind: they rely solely on non‑sensitive signals—such as a user’s country or city, language preference, followed Channels, and ad‑interaction patterns. Crucially, WhatsApp will not access personal messages, phone contacts, or private calls for ad targeting. Data used for targeting may also come from users’ Facebook or Instagram preferences—but only if users have opted into Meta’s Accounts Center.
User backlash—and broader implications
The introduction of ads has triggered a mixed reactions, some users fear this marks the start of broader commercialization and encroachment into private messaging space. Discussions on platforms like Reddit and in reports suggest some are already discussing switching to privacy‑focused alternatives such as Signal or Telegram.
The rollout coincides with ongoing antitrust concerns, particularly in Europe and the US. Critics argue that leveraging WhatsApp’s massive user base and linking profiles across Meta’s platforms may violate competition and privacy regulations.
Why Meta is pushing ads now
For years, Meta prioritized messaging privacy above monetization on WhatsApp. However, with WhatsApp’s growing user base—now at roughly 3 billion monthly users—and slowing ad revenue growth on Facebook and Instagram, it’s time to monetize the messaging giant, according to CEO Mark Zuckerberg.
The Updates tab, modeled after Asian “super-app” ecosystems like WeChat, offers a ready monetization channel without disrupting private conversations.
