After years of promoting itself as an ad-free platform, WhatsApp will soon begin showing ads. Meta, which owns WhatsApp, confirmed officially that advertising will roll out across select features of the app in 2025.
This shift marks a significant moment in WhatsApp’s evolution. As one of the few major messaging platforms that had resisted monetisation, WhatsApp is now entering the advertising space. But how will this impact the user experience? And what does it mean for businesses looking to engage customers directly?
Here’s what you need to know.
Meta (formerly Facebook) acquired WhatsApp in 2014 and positioned it as a secure and simple messaging tool. Over time, WhatsApp added voice messages, read receipts, location sharing, end-to-end encryption, WhatsApp Status, and business-friendly features through WhatsApp Business.
What’s changing in 2025?
Advertising on WhatsApp will focus entirely on the Updates tab, which includes Statuses and Channels. Here are the three key features being introduced:
1. Channel Subscriptions
Users can pay a monthly fee to access exclusive content from creators, brands, or media outlets they follow.
2. Promoted Channels
Businesses and creators will have the option to pay for greater visibility within the Channel directory. This makes it easier for users to discover new accounts or follow relevant updates.
3. Ads in WhatsApp Status
Businesses will be able to place short video or image ads between users’ Status updates, similar to Instagram Stories.
These ads are designed to have a natural appearance within the app, providing a seamless way for brands to reach potential customers without disrupting the user experience.
Will ads affect privacy?
Meta has stated that the WhatsApp Ads rollout has been designed to protect user privacy.
Here’s what will stay the same:
- End-to-end encryption remains active. Your messages, calls, and shared files cannot be seen by WhatsApp or Meta.
- Private messages will not be used for ad targeting.
- Ad controls are available. Users can review why an ad was shown, manage preferences, or hide content they don’t want to see.
Ad targeting will instead rely on general usage data such as device type, language, or engagement with Status and Channels. If you’ve linked your WhatsApp account through Meta’s Account Centre, some activity from Facebook and Instagram may be used to personalise ads.
What’s in it for users?
If you use WhatsApp for everyday messaging, not much will change. Ads won’t appear in private conversations or group chats.
However, if you regularly use the Updates tab or follow public Channels, expect to see more promotional content in your feed. The ads will be confined to areas that already have public facing features, so there’s no interruption to your messaging experience.
Users will also have more control than on some other platforms. You can choose which ads to engage with, report irrelevant ones, and opt out of certain ad types.
What’s in it for businesses
This feature in WhatsApp’s Updates tab creates a significant opportunity for small businesses, marketers, and creators. WhatsApp has always been a high-engagement platform, and these new tools allow brands to communicate more directly and strategically.
Here’s how businesses can benefit:
Ads in status
Share updates, promotions, or product highlights in a format that blends into the user experience. These are ideal for time-sensitive offers or story-driven content.
Promoted channels
Use Channels to broadcast news, product launches, or customer polls. Paying to promote a Channel will help attract more followers and boost reach.
WhatsApp is positioning itself as a more discoverable platform for business, without sacrificing the personal nature of the app. This aligns with broader digital trends.
Users want private, authentic interactions, but they also expect convenience and relevant offers from trusted brands.
Meta’s approach to WhatsApp advertising is cautious, but has commercial motivations. By confining ads to the Updates tab and maintaining strict privacy standards, it is trying to balance monetisation with user trust.
For everyday users, the experience remains largely unchanged. For businesses, this opens a new avenue for engagement, one that is direct, mobile friendly, and already deeply embedded in customers’ daily lives.
If you’re managing digital marketing for your organisation, it’s worth paying attention. These tools could become part of your broader strategy to connect, inform, and convert within a platform your audience already uses.
At Infodec Communications, we help businesses navigate change with clarity and purpose. Stay ahead by following us for updates, insights, and strategic support!