For the first time, ads are coming to WhatsApp. The company has confirmed that it will begin showing ads inside the app, but only within the Updates tab. This move marks a shift in how the messaging app is monetized and gives brands a way to reach WhatsApp users without interrupting personal conversations.

The ads will roll out in two formats: Status ads and promoted Channels. WhatsApp explained, “Our ads will appear in the Updates tab, in Status and Channels.”

WhatsApp’s Updates tab is where users view Status posts and follow Channels. Meta introduced this feature in 2023 as a separate space from private chats. Now, that space is becoming home to WhatsApp's first in-app ad placements.

The messaging platform claims that over 1.5 billion users check the Updates tab daily. That makes it a significant channel for advertisers looking to reach engaged users.

What advertisers need to know about Status ads

Ads will now appear on WhatsApp status. Status is WhatsApp’s version of Stories. The feature allows users to share disappearing updates in the form of text, photos, voice notes, or videos, similar to Stories ads on Instagram or Snapchat, where users can tap through and interact with content.

Advertisers will soon be able to run ads on WhatsApp Status. The platform says businesses can display products, services, or offers in Status, and users can start a chat with the business directly from there.

Promoted Channels: Ads in the discovery section

WhatsApp is also launching an ad format called promoted Channels. Channels allow businesses or creators to send updates to a broad audience. Now, Meta will let businesses promote their Channels in the Updates tab to gain more followers.

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These promotions will appear in the discovery section, where users browse new Channels. This feature works much like promoting a page on Facebook or boosting visibility on Instagram.

WhatsApp will also introduce a subscription model to Channels. These paid subscriptions offer exclusive updates for a monthly fee. It is similar to models used by YouTube, Twitch, and even X (formerly Twitter), and gives creators or brands another way to monetize.

What data will be used for targeting

According to WhatsApp, ad targeting will rely on limited data points, such as the user’s city or country, language, and the Channels they follow. It will also use how people interact with the ads they see.

If a user connects their WhatsApp to Meta’s Accounts Center, the app can use their ad preferences and activity across Facebook and Instagram as well. This cross-platform data helps Meta deliver more relevant ads without relying on third-party tracking.

The company noted that ads will not enter private chats. “We believe the Updates tab is the right place for these new features to work,” Meta said. The aim is to keep personal messages untouched while still exploring monetization options.

Why Meta is opening WhatsApp to ads now

Meta has long debated whether to bring ads into WhatsApp. The app’s original founders were strongly against the idea. According to The Verge, in 2020, Meta even dropped plans to roll out in-app ads. But in 2023, the company confirmed it was still working on bringing ads to the platform.

Introducing ads to WhatsApp fits into Meta’s broader strategy to grow revenue outside its core platforms, even as it faces an antitrust case that could lead to the sale of WhatsApp and Instagram. The company recently introduced ads to Threads and is already testing video ads on that platform. Now it is adding WhatsApp to its ads monetization model.

However, WhatsApp already supports click-to-message ads from Facebook and Instagram that redirect users to chats. This is the first time it is rolling out in-app ads on the platform.

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