Meta has announced a significant update to WhatsApp—its widely used messaging app—with ads and subscription features being introduced over the next few months. The company says these changes aim to help businesses and organizations grow, by making WhatsApp a hub not just for conversations, but for content and commerce too.
Where Will the Ads Appear?
The ads will show up on the “Updates” tab, a feature introduced in 2023 that allows users to follow businesses and receive updates. These ads will look like regular status updates, and users can initiate a conversation with the advertiser by clicking on them. According to Meta, personal chats will not be affected.
“If you only use WhatsApp to chat with friends and loved ones, there will be no change to your experience,” Meta clarified in its official statement.
Subscriptions for Exclusive Channel Content
Another new feature will let Channel admins offer subscriptions for exclusive content. While Channels will remain free to users, operators can choose to charge for premium updates. Channels can also pay to promote themselves to WhatsApp’s massive global user base of 1.5 billion people.
This presents a new revenue opportunity for creators, influencers, and businesses looking to reach niche audiences on WhatsApp.
Controversy and Founders’ Original Vision
These changes mark a clear departure from WhatsApp’s founding philosophy. Co-founders Brian Acton and Jan Koum, who sold WhatsApp to Meta in 2014, famously resisted monetization via ads. In a 2012 blog post, they described ads as “an insult to your intelligence.”
Their departure from Meta was partly attributed to differences over monetization and data privacy.
Targeted Ads, But With Limits
Meta assures users that ads won’t be targeted using personal messages or groups. Instead, targeting will rely on limited public info like city, language, and Channels followed. Still, privacy advocates are expected to keep a close eye on how these changes evolve.
