In a major update to its business strategy, Meta has officially introduced advertisements on WhatsApp — a move that represents the platform’s most significant monetization initiative since it was acquired more than ten years ago.
Starting today, users will begin seeing ads in the “Updates” tab — the section where over 1.5 billion people globally check Status updates and follow creator and business Channels. Importantly, Meta has confirmed that personal chats will remain ad-free and continue to benefit from end-to-end encryption, ensuring user privacy is maintained.
Alongside this change, WhatsApp is also launching premium subscription options for Channels. This new feature enables followers to access exclusive content from their preferred creators and organizations. Additionally, businesses can now boost their visibility by promoting their Channels directly within the app’s expanding directory.
“This isn’t a sudden shift — it’s a natural progression,” said Nikila Srinivasan, Meta’s Business Messaging Product Lead. She stressed that Meta remains committed to keeping ads outside of the main messaging interface, focusing instead on creating a discovery-friendly space for new content.
This initiative reflects CEO Mark Zuckerberg’s broader ambition to evolve WhatsApp into a multipurpose platform — often referred to as a “super app” — inspired by successful models such as China’s WeChat.
Meta also clarified that, for the remainder of this year, it will not charge a commission on creator subscriptions or promotional activities. As for ad targeting, the platform will rely only on basic details like users’ language preferences, approximate location, and Channel engagement data.
This strategic rollout aligns with Meta’s increasing efforts to turn WhatsApp into a fully integrated business tool — incorporating features such as shopping catalogs, payment systems, and customer service automation.