WhatsApp, the world’s most popular messaging service, will soon begin displaying paid-for adverts to users for the first time—marking a significant shift for a platform that once proudly declared it would remain ad-free.
The Meta-owned service, which has around three billion monthly active users, will roll out the advertising features globally over the coming months. However, WhatsApp has insisted that ads will not appear in users’ personal chats, but instead will be shown in the app’s “status” section, a space used for ephemeral updates similar to Instagram Stories.
The move brings WhatsApp’s functionality closer to its sister platforms, Facebook and Instagram, and signals Meta’s intent to generate revenue from the service, which it bought in 2014 for $19 billion—still the group’s largest-ever acquisition.
WhatsApp said businesses operating “channels” on the platform will now be able to promote content in the updates tab, which also includes statuses. Companies will also be permitted to charge users for access to premium content via subscriptions, with WhatsApp expected to take a 10 per cent commission.
These new monetisation features come as WhatsApp faces growing scrutiny for recent updates, including the controversial introduction of an “Ask Meta AI” button that cannot be removed. The platform appears keen to reassure users that their private conversations will remain off-limits.
“These new features will appear only on the updates tab, away from your personal chats,” WhatsApp said.
“Your personal messages, calls and statuses remain end-to-end encrypted—meaning no one, not even us, can see or hear them.”
The app will, however, share limited user metadata with advertisers, including a person’s location, language, channels followed, and how they interact with ads. It has emphasised that phone numbers and personal messaging behaviour will not be shared or sold.
The company also clarified that users who do not engage with status updates or channels will not see ads in their inbox. “If you’re only using WhatsApp for messaging, you’re not going to see this,” said Will Cathcart, the head of WhatsApp, acknowledging that the updates tab is “not particularly popular” in the UK but is used by 1.5 billion people daily worldwide.
Despite repeated past assurances that WhatsApp would not adopt an advertising model, this announcement confirms a significant shift in Meta’s strategy. The original co-founders of WhatsApp, including Brian Acton, left the company after clashing with Facebook’s management over the direction of the app—most notably, the plan to monetise it with advertising. Acton famously declared “no ads, no games, no gimmicks” as part of WhatsApp’s founding mission.
WhatsApp had denied reports in 2023 that it was considering introducing adverts, but Meta now appears committed to monetising the platform more aggressively. The changes reflect Meta’s growing need to diversify revenue streams in a competitive digital landscape dominated by TikTok, YouTube, and other fast-growing content platforms.
Meta also continues to face pressure from regulators. The Federal Trade Commission (FTC) in the United States is suing the company, alleging that it acquired WhatsApp and Instagram unlawfully in a bid to suppress competition. Meta founder and CEO Mark Zuckerberg has pushed back, arguing that the company faces intense competition, especially from TikTok, and cited a surge in traffic when TikTok briefly went offline in January as evidence.
The commercialisation of WhatsApp is likely to divide users. While the platform has become an indispensable communication tool across much of the world, especially in developing markets, its growing convergence with Meta’s ad-driven ecosystem may alienate users who value its simplicity and privacy-first ethos.
Nonetheless, for Meta, the untapped monetisation potential of WhatsApp—with its vast user base and business integration—is too large to ignore. With over 200 million businesses using the platform for customer service and engagement, the addition of ad tools and subscriptions represents a significant new revenue opportunity.
As the changes begin to roll out, the tech giant will be watching closely to see whether users tolerate the presence of commercial content—or if the move triggers a backlash for crossing one of WhatsApp’s most sacrosanct boundaries.
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WhatsApp to introduce adverts as Meta pushes to monetise messaging app