Meta Introduces Ads on WhatsApp for the First Time
Meta has officially launched advertising on WhatsApp, marking a major shift in the platform’s history. The update, announced on June 17, comes over a decade after Facebook acquired WhatsApp for $19 billion in 2014.
Originally known for its commitment to a private, ad-free messaging experience, WhatsApp is now evolving into a broader business platform. Meta has confirmed that “status ads” will be introduced within the app’s “Updates” tab, a space launched in June 2023 for sharing temporary content such as photos, videos, and text updates — similar to Instagram Stories.
These new ads aim to help businesses connect directly with users through WhatsApp’s messaging tools. Importantly, Meta has emphasized that personal chats and calls will remain private and fully encrypted, ensuring user privacy is not compromised.
New Opportunities for Businesses
With over 3 billion monthly users worldwide — including 100 million in the U.S. alone — WhatsApp presents a powerful platform for businesses. Alongside status ads, Meta is also monetizing the Channels feature, which allows individuals and organizations to broadcast messages to followers outside of regular chats.
Businesses will now have the option to boost visibility in search results, and channel admins can offer paid subscriptions for exclusive content. While Meta does not currently take a percentage of these subscription fees, the company has announced plans to collect a 10% cut in the future.
Strategic Shift for Meta
This transition is part of Meta CEO Mark Zuckerberg’s vision to turn WhatsApp into a key business and commerce tool. Analysts estimate that WhatsApp has previously generated between $500 million and $1 billion through its business messaging services, even before the introduction of advertising.
The decision also highlights a departure from the original philosophy of WhatsApp’s founders, Jan Koum and Brian Acton, who were strongly against ads. Both left the company after disagreements with Meta over its advertising plans.
Despite the shift, Meta is working to ensure that ads do not disrupt the core WhatsApp experience. By confining them to the Updates tab, the company aims to keep user conversations private while offering new marketing opportunities for businesses.
