WhatsApp is preparing to introduce advertisements within its app for the first time, as part of Meta’s broader push to diversify revenue streams across its platforms.
Highlights
- First-Ever In-App Ads: WhatsApp will begin showing ads in the Status section—its version of Stories—marking a major monetization shift.
- Privacy Preserved: Ads will not appear in private chats; targeting will be based on general data like language, location, and followed Channels.
- Meta Integration: Users who link WhatsApp to Meta’s Account Center may receive personalized ads based on Facebook and Instagram behavior.
- Monetizing Channels: Businesses and creators will be able to promote Channels, and offer paid subscriptions for exclusive content.
- Business Use Scaling: WhatsApp Business tools and click-to-WhatsApp ads are already generating significant revenue for Meta.
- Leadership Vision: VP Alice Newton Rex says ads and subscription tools reflect the platform’s evolution into a creator and commerce hub.
- Massive Reach: WhatsApp serves over 3 billion users globally, with more than 1.5 billion daily users engaging with Status updates.
The ads will appear in the Status section—a feature that allows users to post photos, videos, or text updates that disappear after 24 hours, similar to Instagram Stories.
Ads Limited to Status Section, Not Private Chats
According to WhatsApp, ads will be limited to the Updates tab, specifically between Status updates, and will not appear within private chats.
This approach is intended to preserve the platform’s longstanding focus on privacy and ensure a clear separation between personal messaging and sponsored content.
The platform reiterated that no messages, call logs, group data, or phone numbers will be used for ad targeting. Instead, targeting will rely on general signals,
- User’s country or city
- Preferred language
- Channels followed on WhatsApp
Users who have linked their WhatsApp account to Meta’s Account Center may also receive personalized ads based on their Facebook and Instagram activity, in line with Meta’s cross-platform data policies.
Monetization Through Channels and Paid Subscriptions
In parallel with Status ads, WhatsApp is also expanding monetization options through Channels—its one-to-many broadcast messaging feature. Businesses and creators will be able to:
- Promote their Channels in the app’s discovery tab
- Offer paid subscriptions for exclusive content
These subscriptions will be processed via standard app store payment systems, following a model similar to what Meta uses across Instagram and Facebook.
Currently, WhatsApp does not take a cut from these paid subscriptions, although this could evolve over time.
Business Tools Already Contributing to Revenue
Although WhatsApp has traditionally been seen as a private messaging app, it has been generating revenue through,
- Click-to-WhatsApp ads, which let users message businesses directly from Meta ads on other platforms
- The WhatsApp Business platform, used by millions of companies for customer communication
Meta has highlighted these channels as growing revenue drivers in recent earnings calls, underscoring WhatsApp’s strategic importance in its broader ecosystem.
Aligning Monetization With Growth
Alice Newton Rex, Vice President of Product at WhatsApp, stated that the new ad placements and promotional tools reflect the platform’s evolving use case.
“These updates felt like the next natural evolution, now that both those businesses have scaled,” she said during a recent press briefing.
Behind the Update
3 Billion Monthly Users
WhatsApp now reaches over 3 billion users globally and supports more than 200 million active business accounts.
1.5 Billion Daily Users in Status & Updates
According to company data, over 1.5 billion people engage with the Status and Updates tabs daily—highlighting significant opportunities for advertising visibility and content discovery.
