Meta is finally taking the leap — one it’s been long due. For the first time since its inception in 2009, the most popular messaging platform in the world is introducing ads.

The change is already happening. Meta, WhatsApp’s parent company, has confirmed that ads are starting to roll out in the app’s “Updates” tab — the section where you can share your Status or follow Channels of interest. Crucially, the company has stated that the ads will not be featured in any direct communication. The regular chats and group messages will remain ad-free, with Meta saying that the placement is designed to not interrupt any conversations.

According to Meta, around 1.5 billion people visit the Updates tab every day, which means a lot of eyeballs are up for grabs. If you are one of the people who rarely open that tab, you might not even notice the change. But for people who regularly engage with Status and Channels, you’ll soon start seeing commercial content.

Three Ad Formats — And A Subscription Option

There are three main formats of WhatsApp ads.

First, the Status section — which lets you share temporary posts, such as pictures, videos, or text — will also show ads from businesses. These ads will appear alongside your friends’ status, in a format that’s not dissimilar from the existing one. But instead of your friends’ time-limited updates, you’ll now see product promotions. You can message the advertiser directly from the ad, which will create a direct business-to-consumer channel.

Second, the Promoted Channels will let the admin of a Channel pay to have their Channel shown inside the app. Meta believes it is a new opportunity for organizations, content creators, and brands to build audiences without having to solely rely on outside promotion.

The third format introduces a subscription option. Businesses can now publish exclusive updates via paid Channels. For example, a cooking page can charge a small fee for access to premium recipes and updates. Meta sees this as a way for creators to earn money — while also earning some for itself.

This change is part of a broader push to make WhatsApp more business-friendly. In a briefing, Alice Newton Rex, VP of Product at WhatsApp, called the move a “natural evolution” of the platform. It follows the scaling up of the Business Platform and click-to-WhatsApp ads on Facebook and Instagram.

Ad Privacy Promises And Data Use

Given WhatsApp’s reputation as a safe and private messaging platform, the introduction of ads was always going to raise questions. But Meta says that privacy is protected.

The company says that ad targeting will be based on general user data — such as your country, age, language settings, and city. WhatsApp will not look at the content of your messages for ad purposes. Instead, it will rely on your engagement in Status and Channels. What you’re following, how you interact with the content, and if you click on ads — all of that will help determine which ads you see.

Moreover, those who link their WhatsApp account to Meta’s Accounts Center — an optional feature — can also sync ad preferences across platforms. This means that your activity on Facebook or Instagram will be reflected in your WhatsApp experience. The feature is off by default and can be removed anytime.

WhatsApp will also let users control their ad preferences. You’ll be able to see why a specific ad was shown to you, hide ads, or report them. You can even block specific advertisers.

Until now, WhatsApp made money through its WhatsApp Business Platform and Facebook/Instagram ads that link you to a WhatsApp thread. Meta CEO Mark Zuckerberg recently said that business messaging is exploding — but also that WhatsApp could earn even more money, with its huge user base.

It’s not the only platform going in this direction. Discord introduced ads in 2024. Reddit has ramped up its ad offerings as well — which contributed to its first-ever profitable quarter. With nearly all platforms now relying heavily on advertising, WhatsApp’s move makes sense.

WhatsApp has always promised to be an ad-free service. But with 98% of its revenue coming from ads and $16 billion invested in buying WhatsApp back in 2014, it’s not hard to imagine that Meta is keen to monetize its top platform.

For most users, the experience will not change much — at least for now. But the door is open. And with Meta’s deep interest in making money off WhatsApp, these updates could just be the start of something much bigger.