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For over a decade, WhatsApp remained one of the few ad-free sanctuaries in the digital world, a space designed for private, encrypted communication without the noise of commercial promotion. But that era is officially over.

On June 16, 2025, Meta announced that ads are finally coming to WhatsApp, marking a dramatic shift in the platform's philosophy and a significant step in Mark Zuckerberg’s strategy to transform WhatsApp into a revenue-generating giant.

What’s Changing? Ads in the ‘Updates’ Tab

WhatsApp’s 3+ billion users won't suddenly see ads interrupting their personal chats. Instead, ads will be limited to the Updates tab, specifically within the Status feature, Meta’s equivalent of Instagram Stories. These status ads can include disappearing photos, videos, and messages, providing a seamless but promotional content stream alongside regular updates.

This move aims to strike a balance between user privacy and platform monetization. By keeping personal conversations ad-free and encrypted, Meta hopes to maintain WhatsApp’s core trust while exploring new business models.

Monetizing WhatsApp Channels and Search

In addition to status ads, Meta is now monetizing WhatsApp’s Channels feature, which launched in 2023. This includes:

1.Search Ads in the Channel directory—similar to app store listings.

2.Paid Subscriptions for exclusive content—where admins can charge users for premium updates.

3.Meta eventually plans to take a 10% cut from subscriptions, though this will roll out gradually.

For marketers, this opens new doors: broadcasting messages, launching campaigns, and building community engagement directly inside WhatsApp.

Building on “Click-to-Message” Momentum

Meta already allows click-to-WhatsApp ads on Facebook and Instagram. Now, with in-app status ads and boosted channels, brands can build an end-to-end journey within WhatsApp, from discovery to interaction to conversion, all without ever leaving the app.

Zuckerberg has repeatedly stated that messaging between businesses and customers is the “next pillar” of Meta’s business, and this rollout is proof.

Ad Targeting (Yes, But Basic)

Meta assures users that targeting within WhatsApp will use minimal data, including country, language, city, device type, and user engagement with businesses. Personal messages and calls will remain fully encrypted, keeping WhatsApp’s core promise intact.

Still, marketers can begin experimenting with micro-targeting based on regional data and behavioral patterns.

What This Means for Brands and Users

The WhatsApp advertising ecosystem is evolving, and early adopters stand to benefit. While ad placements are currently limited, it’s likely Meta will gradually expand options as it did with Facebook and Instagram.

For users, it’s a significant cultural shift. WhatsApp’s founders, Jan Koum and Brian Acton, famously opposed monetization through advertising, leaving Meta in protest years ago. Today’s move signals Meta’s full ownership of WhatsApp’s future direction, one that blends privacy with commerce.

Looking Ahead: The Business of Messaging


As Meta faces antitrust scrutiny and saturation across its other platforms, WhatsApp represents untapped potential, especially in emerging markets and among business-first users. With over 100 million users in the U.S. alone and billions worldwide, the scale is undeniable.

“We really believe that the Updates tab is the right place for these new features,” said Nikila Srinivasan, Meta’s Head of Business Messaging.

Whether you're a brand ready to embrace conversational commerce or a user wary of ads creeping into your private space, one thing is certain: WhatsApp is no longer just a chat app, it’s Meta’s next big business frontier.

Credit:

 Based on reporting by Jonathan Vanian, originally published by CNBC on June 16, 2025.