WhatsApp is preparing to introduce advertisements in parts of its app that are not tied to private conversations. The changes are expected to appear first in the Status and Updates tabs, both of which are designed for broader, public content rather than one-to-one chats. Ads will be shown in between Status posts, which work similarly to Stories on Instagram, and in the Updates tab, where users can browse and follow Channels.
The platform, owned by Meta, says these ads will not affect the main inbox or compromise the privacy of encrypted messages. Instead, ad targeting will rely on general data such as a user’s country, city, app language, and their activity with ads or Channels they’ve followed. Users who have linked their WhatsApp account with Facebook or Instagram may receive more tailored suggestions, based on preferences from Meta’s broader ecosystem.
WhatsApp has also opened the door to subscriptions for exclusive content in Channels. Businesses and creators will be allowed to charge followers a fee for premium updates, with payments processed through app stores. The company has indicated that it will eventually take a percentage of these payments, and that the final cost may vary depending on the platform or size of the business.
Over 1.5 billion people are currently using the Status and Channels features every day, according to Meta. Until now, WhatsApp’s revenue has come mostly from its Business API and click-to-chat ads that link from Facebook or Instagram. These new features represent a shift toward more visible monetization inside the app itself.
While WhatsApp executives describe the move as a natural progression, the company is aware that changes to the app’s quiet interface could draw criticism. In some countries, especially in Europe, WhatsApp is still seen as a messaging-first platform. Some users may not respond positively to the idea of sponsored content appearing near personal content, even if it doesn’t enter the chat interface.
There has already been some backlash over the recent addition of a button for Meta’s AI tool, which cannot be removed from the app. Other tabs, including Channels and Updates, also remain fixed and cannot be hidden. WhatsApp has responded by emphasizing that users who choose not to interact with these features won’t be forced to. If someone uses WhatsApp solely for messaging, they will not see any ads within their inbox.
Despite that reassurance, the direction is clear. Meta is investing in ways to grow revenue within WhatsApp without touching its encrypted core. As people increasingly shift their social activity into private spaces like DMs and temporary stories, Meta appears to be positioning WhatsApp as a quieter, commerce-friendly alternative to its more public platforms.
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The platform, owned by Meta, says these ads will not affect the main inbox or compromise the privacy of encrypted messages. Instead, ad targeting will rely on general data such as a user’s country, city, app language, and their activity with ads or Channels they’ve followed. Users who have linked their WhatsApp account with Facebook or Instagram may receive more tailored suggestions, based on preferences from Meta’s broader ecosystem.
WhatsApp has also opened the door to subscriptions for exclusive content in Channels. Businesses and creators will be allowed to charge followers a fee for premium updates, with payments processed through app stores. The company has indicated that it will eventually take a percentage of these payments, and that the final cost may vary depending on the platform or size of the business.
Over 1.5 billion people are currently using the Status and Channels features every day, according to Meta. Until now, WhatsApp’s revenue has come mostly from its Business API and click-to-chat ads that link from Facebook or Instagram. These new features represent a shift toward more visible monetization inside the app itself.
While WhatsApp executives describe the move as a natural progression, the company is aware that changes to the app’s quiet interface could draw criticism. In some countries, especially in Europe, WhatsApp is still seen as a messaging-first platform. Some users may not respond positively to the idea of sponsored content appearing near personal content, even if it doesn’t enter the chat interface.
There has already been some backlash over the recent addition of a button for Meta’s AI tool, which cannot be removed from the app. Other tabs, including Channels and Updates, also remain fixed and cannot be hidden. WhatsApp has responded by emphasizing that users who choose not to interact with these features won’t be forced to. If someone uses WhatsApp solely for messaging, they will not see any ads within their inbox.
Despite that reassurance, the direction is clear. Meta is investing in ways to grow revenue within WhatsApp without touching its encrypted core. As people increasingly shift their social activity into private spaces like DMs and temporary stories, Meta appears to be positioning WhatsApp as a quieter, commerce-friendly alternative to its more public platforms.
Read next:
• Why Changing Jobs Means More Than Just Changing Desks
• TikTok Shop Sees Surge in U.S. Activity but Still Trails Its Vision
