WhatsApp is rolling out three new advertising features worldwide, marking a significant step in its monetization strategy. The Meta-owned messaging app promises that ads will not appear within private chats, nor will users’ encrypted messages be used to determine ad content.
Instead, WhatsApp will tailor ads based on users’ location (country, city, and language), interactions with other ads, and followed channels. Those who link their WhatsApp accounts with Facebook or Instagram will see more personalized ads.
The new ads will be displayed in the Updates tab, a separate section at the bottom of the app. Businesses with channels can promote ads in this tab to attract followers and even offer subscription-based access to premium content. WhatsApp plans to take a 10% commission on these subscriptions, with additional fees potentially applied by app stores based on business size.
Firms can also advertise through status updates resembling Instagram Stories, with links allowing users to start a chat directly.
Monetization vs. Privacy
Social media expert Matt Navarra suggests that Meta is preparing WhatsApp for large-scale monetization. However, he warns that introducing ads, even outside of personal chats, could carry risks in markets like the UK and Europe, where users value WhatsApp as a private communication tool.
“Any perception that the app is becoming noisy or Facebook-like could lead to backlash,” Navarra explained.
WhatsApp’s head, Will Cathcart, emphasized that the move aligns with trends in social media, where users increasingly prefer private interactions through direct messages and Stories over traditional feeds.
A “Natural Extension”
Cathcart described the updates as a logical progression for messaging apps, comparable to features seen on rivals like Snapchat and Telegram. “We have Stories on Instagram and WhatsApp, and now businesses can promote themselves on both,” he said.
Still, WhatsApp has faced criticism for recent changes, such as introducing a permanent button for Meta’s AI tool that cannot be removed. Cathcart reassured users that those who only use WhatsApp for messaging will not encounter ads.
“I want to stress this won’t affect your inbox,” he said, noting that the Updates section, while less popular in the UK, sees greater engagement in other regions.
Meta appears intent on striking a balance between revenue generation and user trust. However, as Navarra pointed out, “If WhatsApp starts feeling like just another ad network, users may disengage—or worse, lose trust in the platform.”
thetechtrident.com 