WhatsApp to introduce adverts as Meta pushes to monetise messaging app

WhatsApp, the leading messaging platform with nearly three billion monthly active users, is preparing to introduce paid advertisements for the first time, marking a notable departure from its previous stance of remaining ad-free. This initiative, orchestrated by Meta, the parent company that acquired WhatsApp in 2014 for billion, will roll out globally over the coming months.

Advertising Features and User Experience

In a bid to align more closely with its sister platforms, Facebook and Instagram, WhatsApp will feature ads exclusively in the app’s “status” section. This area, akin to Instagram Stories, is utilized for temporary updates and will not intrude upon users’ personal chats. WhatsApp has assured its users that their private conversations will remain secure and encrypted, emphasizing that “your personal messages, calls, and statuses remain end-to-end encrypted—meaning no one, not even us, can see or hear them.”

Businesses utilizing “channels” on the platform will have the opportunity to promote content within the updates tab. Additionally, companies can charge users for access to premium content through subscriptions, with WhatsApp taking a 10 percent commission on these transactions. This monetization strategy comes at a time when WhatsApp is under scrutiny for recent updates, including the controversial “Ask Meta AI” button, which users cannot remove.

User Privacy and Data Sharing

While WhatsApp will share limited metadata with advertisers—such as location, language, and user interactions with ads—it has clarified that sensitive information like phone numbers and personal messaging behavior will remain confidential. Will Cathcart, the head of WhatsApp, noted that users who do not engage with status updates or channels will not encounter ads in their inbox, stating, “If you’re only using WhatsApp for messaging, you’re not going to see this.”

This announcement represents a significant shift in Meta’s strategy, particularly given WhatsApp’s founders, including Brian Acton, previously opposed the introduction of advertising. Acton famously articulated the platform’s founding mission with the phrase “no ads, no games, no gimmicks.” Despite earlier denials regarding the introduction of ads, Meta now appears determined to capitalize on WhatsApp’s vast user base and business potential.

Market Dynamics and Regulatory Challenges

Meta’s decision to monetize WhatsApp comes amid increasing competition from platforms like TikTok and YouTube, as well as regulatory pressures. The Federal Trade Commission (FTC) in the United States is currently suing Meta, alleging that the company unlawfully acquired WhatsApp and Instagram to suppress competition. In response, Mark Zuckerberg, Meta’s founder and CEO, has argued that the company faces significant competition, citing a spike in traffic when TikTok briefly went offline as evidence of the competitive landscape.

The commercialization of WhatsApp is likely to evoke mixed reactions among users. While the platform serves as a vital communication tool globally, especially in developing markets, its integration into Meta’s advertising ecosystem may alienate those who appreciate its simplicity and commitment to privacy. Nevertheless, with over 200 million businesses leveraging WhatsApp for customer engagement, the introduction of advertising and subscription features presents a substantial revenue opportunity for Meta.

As these changes unfold, the tech giant will be closely monitoring user responses to the introduction of commercial content, weighing the potential backlash against the benefits of tapping into WhatsApp’s extensive monetization potential.


Jamie Young

Jamie is Senior Reporter at Business Matters, bringing over a decade of experience in UK SME business reporting. Jamie holds a degree in Business Administration and regularly participates in industry conferences and workshops.

When not reporting on the latest business developments, Jamie is passionate about mentoring up-and-coming journalists and entrepreneurs to inspire the next generation of business leaders.

AppWizard
WhatsApp to introduce adverts as Meta pushes to monetise messaging app