WhatsApp Inc., the globally popular messaging platform owned by Meta Platforms, Inc., has announced that it will begin displaying advertisements within its app — a significant shift for the service as Meta seeks new revenue streams beyond Facebook and Instagram.
In a blog post released on Monday, WhatsApp confirmed that the upcoming change will affect the app’s Updates tab, which includes the Status and Channels sections used by more than 1.5 billion people daily.
According to Meta Platforms, Inc., the introduction of ads in these areas represents a gradual monetisation strategy for WhatsApp, aligning it more closely with the broader business model of Meta’s family of apps.
However, WhatsApp reassured users that personal chats, group messages, and calls will remain completely ad-free. The company emphasised that end-to-end encryption ensures private communication cannot be accessed or used for advertising purposes.
“The personal messaging experience on WhatsApp isn’t changing,” the statement read. “Personal messages, calls, and statuses are end-to-end encrypted and cannot be used to show ads.”
A major shift for the messaging giant
For over a decade, WhatsApp stood out from other social media and communication platforms by maintaining an ad-free environment. The app’s founders, Jan Koum and Brian Acton, strongly opposed the use of advertisements when they launched WhatsApp in 2009, arguing that ads were intrusive and incompatible with private messaging.
When Facebook, Inc. (now Meta Platforms, Inc.) acquired WhatsApp in 2014 for approximately $19 billion, the founders reaffirmed their stance against ads. However, disagreements over monetisation strategies and data-sharing policies with Facebook’s leadership eventually led both Koum and Acton to leave the company.
Since their departure, Meta Platforms, Inc. has sought ways to monetise WhatsApp’s massive user base — now exceeding 2.5 billion active users globally — while maintaining trust and privacy.
Industry experts believe the introduction of ads represents the first step in Meta Platforms’ long-term plan to monetise WhatsApp, especially in emerging markets where it dominates communication.
What users should expect
WhatsApp clarified that ads will only appear in the Updates section and will not interrupt chats or calls. The ads will be displayed similarly to how users currently view Statuses and Channel updates, blending with existing content but clearly marked as sponsored.
The company added that advertisements will be targeted using limited information such as:
- Approximate location (city or country)
- Age and language settings
- Channels a user follows
- General engagement trends with ad content
Importantly, personal messages, voice calls, and group activities will not be used for ad targeting, a policy designed to maintain WhatsApp’s reputation as a secure, private messaging platform.
Alongside the announcement, WhatsApp also revealed two new monetisation features for businesses and creators:
- Paid Subscriptions for Channels: Allowing organisations, influencers, and media outlets to charge followers for exclusive updates and premium content.
- Promoted Channels: Allowing businesses to pay for higher visibility among WhatsApp users, making their channels appear more prominently in the Channels feed.
Meta Platforms said the three new features — ads in Updates, paid subscriptions, and promoted channels — are part of a broader effort to support businesses, enhance creator income, and diversify revenue sources.
Meta’s growing reliance on advertising
Meta Platforms, Inc. reported that in 2025, the company earned $164.5 billion in total revenue, of which $160.6 billion came from advertising on Facebook, Instagram, and Messenger. Introducing ads on WhatsApp is seen as an attempt to expand this revenue stream and leverage new user segments.
Meta CEO Mark Zuckerberg has previously described WhatsApp and Messenger as the company’s “next billion-user monetisation platforms.” He has stressed that the future of Meta’s growth lies in business messaging, in-app commerce, and creator tools — areas in which WhatsApp plays a central role.
Digital analyst Lebo Maseko described the change as a pivotal moment:
“WhatsApp has immense commercial potential, especially in developing regions where it’s central to communication,” Maseko said. “By introducing ads in a controlled manner, Meta is testing whether it can balance monetisation with user trust.”
Mixed reactions from users and experts
While some analysts praised the move as a smart business decision, others expressed concerns. Critics warn that even limited advertising could open the door to broader commercialisation, potentially undermining WhatsApp’s simplicity and ad-free legacy.
Privacy advocates also caution that although WhatsApp pledges not to use private messages for targeting, the introduction of ads may blur the line between user privacy and corporate profit.
Nonetheless, WhatsApp remains committed to transparency and control, assuring users they can manage how they interact with sponsored content through ad settings in the app.
Looking ahead
As the global rollout begins in the coming months, Meta Platforms will monitor user engagement and feedback closely. Ads will initially appear in select countries before expanding worldwide.
For WhatsApp Inc., this represents a major evolution — from a purely private messaging tool to a more dynamic, monetised platform connecting users, businesses, and creators.
Whether this transformation strengthens or diminishes user trust remains to be seen. However, WhatsApp’s shift into advertising marks the end of its long-standing ad-free era, as Meta Platforms navigates the balance between privacy, usability, and revenue.
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