WhatsApp to Introduce Ads in the App: Here’s What You Need to Know
Meta is making a big move with WhatsApp: ads are officially coming to the platform.
On Monday, WhatsApp announced that ads will soon appear in the app’s Updates tab: the section where users follow Channels and check out Status updates. With 1.5 billion people visiting this tab daily, it’s clear Meta sees an opportunity to turn that attention into ad revenue.
Importantly, ads won’t show up in your personal chats, group messages, or calls. These parts of the app remain private. Meta also stressed that it won’t use private messages, group activity, or call data for ad targeting.
Instead, WhatsApp will use general account information like:
- Age
- Location (country or city)
- Language settings
- Channel follows
- Ad interaction behavior
If you’re wondering why this matters now, here’s the context: WhatsApp was famously anti-ads when it launched in 2009. But since Meta acquired the platform in 2014, it’s been trying to find ways to generate revenue from its enormous user base. With WhatsApp now used by billions globally, the shift to ads feels inevitable.
But the Updates tab ads aren’t the only new monetization feature rolling out.
Two more tools were introduced:
- Channel Subscriptions: Creators and businesses can now charge a monthly fee for exclusive content through WhatsApp Channels.
- Paid Channel Promotions: Channel owners can pay to boost visibility and attract new followers inside the app.
This brings WhatsApp more in line with platforms like Instagram and Telegram, where creators and brands already run paid content strategies.
Why This Matters for Marketers and Creators:
These changes open up new promotional options directly within WhatsApp. For brands using Channels, this is a chance to grow audiences or test exclusive, subscriber-only content. And for Meta, it’s another step toward making WhatsApp a business-friendly platform, not just a messaging app.
As of 2025, Meta’s total revenue was $164.5 billion, and a massive $160.6 billion of that came from advertising. So it’s no surprise that WhatsApp, a largely untapped property in Meta’s portfolio, is next in line for monetization.
We’ll be watching how these updates roll out and how users respond. If you manage a Channel or run paid campaigns across Meta’s platforms, it might be time to start thinking about WhatsApp as part of your strategy.
