WhatsApp to Introduce New Ad Features Without Affecting Private Chats

WhatsApp, owned by Meta, is set to roll out three new advertising features globally, aiming to generate more revenue while keeping users’ private conversations untouched. The company emphasized that ads will not appear within personal chats, nor will message content – which is end-to-end encrypted – be used to target ads.

Instead, WhatsApp will base ad suggestions on factors such as a user’s location (country and city), language, their interaction with other ads, and the channels they follow. Users who link their WhatsApp accounts with Facebook or Instagram may receive more personalized advertisements.

The new ads will be displayed in a separate “Updates” tab located at the bottom of the app. WhatsApp, which boasts 1.5 billion users worldwide, will allow businesses to promote themselves in this section to attract followers. Additionally, companies can offer subscription-based exclusive content through their channels, with WhatsApp set to take a 10% commission on these fees. App store charges may also apply depending on the business’s size.

Businesses will also be able to advertise via status updates, similar in style to Instagram Stories, which users can click on to initiate chats.

Social media expert Matt Navarra told the BBC that Meta is “laying the foundation for WhatsApp to finally become a monetisable platform at scale.” However, he warned that expanding ads outside of private messaging carries risks, especially in markets like the UK and Europe, where users primarily see WhatsApp as a simple messaging tool and may resist increased advertising or content feeds.

Navarra added, “Any perception that the app is becoming noisy or Facebook-ified will spark backlash.”

WhatsApp’s head, Will Cathcart, described the move as a “natural extension” of messaging features already common on platforms like Instagram, Snapchat, and Telegram. He noted the overlap in features such as stories across Meta’s apps, viewing the expansion as a positive development for businesses.

The launch also reflects broader trends in social media, as users shift away from public feeds toward private messaging and stories. Navarra pointed out that Meta aims to make WhatsApp a monetizable platform “without users realizing it,” but cautioned that pushing ads too aggressively could cause users to disengage or lose trust.

WhatsApp recently faced user criticism after introducing a permanent AI tool button that cannot be removed. Cathcart assured that users who prefer not to engage with ads or channels will not be forced to do so. “This won’t affect your inbox,” he said. “If you’re only using WhatsApp for messaging, you’re not going to see this.”

He acknowledged that while the Updates tab is not very popular in the UK, it has wider use in other regions. Cathcart also explained that several app features are permanent and cannot be deleted, including buttons for channels, updates, and calls, emphasizing a desire to avoid complexity from too many customizable settings.