WhatsApp, long known for its ad-free experience, is making a change that will introduce ads within its popular chat app. These ads will appear specifically on the Status screen, akin to Instagram’s Stories. Similar to Instagram, after viewing a few Status updates, users will encounter ads interspersed.
The advertising approach leverages factors such as users’ location, language, and followed channels. Importantly, WhatsApp emphasizes that personal data like phone numbers, messages, calls, and groups won’t be used for targeted ads. However, for those who have linked their WhatsApp to Meta’s Account Center, ad preferences will be informed by Account settings.
Additionally, WhatsApp is offering companies and users the ability to promote their Channels, a broadcasting feature, in its discovery section. Select creators and businesses will even have the option to charge subscriptions for exclusive content through these Channels, with payments processed via app stores.
Meta reports that daily usage of Status and Channels exceeds 1.5 billion people. Historically, WhatsApp’s revenue has come from its Business platform and click-to-WhatsApp ads, both noted for their growth in Meta’s recent earnings calls.
Alice Newton Rex, WhatsApp’s VP of Product, stated that these new ad products are a logical extension of the app’s revenue streams, driven by business demand to connect with consumers directly on WhatsApp.
The rollout of ads and these new features is set to occur globally in the coming months.
