WhatsApp to Introduce In-Platform Ads for the First Time Ever

20 Jun

Written By Core

WhatsApp has announced a major shift in its business model with the upcoming rollout of advertising features on the app. This marks a significant change from previous statements by company representatives, as WhatsApp has remained largely ad-free since its acquisition by Meta over a decade ago.

Key changes in the rollout include:

Introduction of in-platform ads for the first time.
Ads limited to the “Updates” tab, which is used by 1.5 billion people daily.
Sponsored status updates from businesses, appearing alongside regular user updates.
Targeting based on user data, such as age, location, language, followed channels, and ad interaction history.

Previously, advertising on WhatsApp was limited to WhatsApp Business promotional messages for users who opted in and small-scale status ad testing in select regions. Now, businesses will be able to place sponsored content in the Updates tab, where users post photos, videos, and text that disappear after 24 hours. These sponsored posts will follow the same temporary format but originate from businesses instead of individuals.

In addition to advertising, WhatsApp Channels will now have the option to charge users a monthly subscription fee for access to exclusive updates. Business owners will also be able to pay to promote their channel’s visibility to new users, opening up another monetisation stream.

WhatsApp has reassured users that those who use the platform solely for personal messaging will not experience any changes. Users will also have the option to turn off the Updates tab entirely through their settings. The company has emphasised that the new ad features are designed with privacy safeguards in place.

Industry experts view this move as part of Meta’s wider strategy to monetise WhatsApp’s vast global user base. However, WhatsApp has not yet provided a timeline for when the new advertising features will go live.

What Does This Mean for Advertisers?

This development presents an excellent opportunity for brands to reach a massive, highly engaged user base in a more personal and direct environment. As one of the last ad-free spaces under Meta, WhatsApp offers unique potential for early adopters to make a significant impact. We’ll be closely monitoring the rollout, particularly in Ireland.

Sources:

Widespread advertising set to be rolled out on WhatsApp for the first time

https://www.rte.ie/news/2025/0616/1518686-whatsapp-ads/

https://www.theverge.com/meta/688714/whatsapp-ads-rollout-change-app-meta

https://apnews.com/article/whatsapp-meta-advertising-messaging-92a7e3f34e019f7bcc37e2b81a1bc21e