WhatsApp Introduces Ads in Updates Tab: Meta Monetizes the Messaging Giant
Meta Rolls Out Ads on WhatsApp’s Updates Tab, Sparks User Backlash
WhatsApp, the world’s most popular messaging app, is introducing advertisements—but not in private chats. Instead, ads will appear in the Updates tab, where users post statuses and browse channels. Meta, WhatsApp’s parent company, announced the move on Monday (June 16), marking a significant shift in the platform’s monetization strategy.
How Will WhatsApp Ads Work?
Similar to Instagram, where ads appear between stories, WhatsApp will display ads in the Updates tab after a few status updates. Meta emphasized that personal chats remain ad-free, ensuring no disruption for users who only message friends and family.
The Updates tab, used by 1.5 billion people daily, presents a massive revenue opportunity. Meta stated:
“We’ve been talking about our plans to build a business that does not interrupt your personal chats for years, and we believe the Updates tab is the right place for these new features to work.”
Apart from ads in status stories, WhatsApp will monetize through:
- Channel subscriptions (paid via app stores)
- Channel promotions (boosted visibility for businesses)
How Will User Data Be Used for Ads?
WhatsApp will leverage:
- Location (country/city)
- Language preferences
- Followed channels
For users who linked WhatsApp to Meta’s Accounts Center, ad preferences from other Meta platforms (Facebook, Instagram) will also influence ad targeting.
Broken Promise: WhatsApp’s Original “No Ads” Stance
A 2012 blog post by WhatsApp co-founder Jan Koum resurfaced, where he vowed:
“No one jumps up from a nap and runs to see an advertisement. Remember, when advertising is involved, you the user are the product.”
Despite assurances, Meta CEO Mark Zuckerberg has now integrated ads—11 years after acquiring WhatsApp.
What’s Next?
While ads are confined to the Updates tab for now, users fear further encroachment into private chats. Will this move drive users to alternative messaging apps? Only time will tell.
