WhatsApp Officially Introduces Ads in Messaging App: What This Means for You

On June 16, 2025, WhatsApp, the world’s most popular messaging app with over 2 billion monthly active users, officially announced the introduction of advertisements within its platform. This marks a seismic shift for the Meta-owned app, which has long prided itself on being an ad-free sanctuary for private communication. For years, WhatsApp’s founders, Jan Koum and Brian Acton, championed a no-ads philosophy, famously stating in 2012, “When advertising is involved, you the user are the product.” Now, Meta’s push to monetize its $19 billion acquisition from 2014 has flipped that script.

Will your chats be flooded with pop-ups for deodorant or car insurance? And how are businesses gearing up for this new opportunity?

Before you panic about ads interrupting your heartfelt conversations with friends or family, WhatsApp has made one thing crystal clear: your personal chats, calls, and group messages will remain ad-free. All advertising will be confined to the Updates tab, a section introduced a year ago that houses Status (WhatsApp’s version of Instagram Stories) and Channels. This tab, used by over 1.5 billion people daily, is where Meta sees a golden opportunity to blend commerce with communication without disrupting the app’s core messaging experience.

Meta’s Chief Product Officer, Chris Cox, emphasized that the company is committed to maintaining WhatsApp’s integrity as a private messaging platform. “We’re not going to put ads in your chats,” he reassured users during a press briefing. Instead, the focus will be on delivering relevant ads in the Updates tab, where users already engage with Status updates and Channels.

Here’s how ads will show up in the Updates tab:

• Ads in Status: While scrolling through your contacts’ 24-hour disappearing stories, you’ll now encounter business ads. These will look similar to Instagram Stories and allow you to message the advertiser directly if you’re interested in their product or service. Think of it as a seamless way to discover new brands while browsing.
• Promoted Channels: Businesses can pay to boost their Channels’ visibility in the app’s discovery section, making it easier for users to find brands or creators they might like.
• Channel Subscriptions: Creators and organizations can now offer exclusive content through paid subscriptions, giving users access to premium updates for a monthly fee. This is a nod to platforms like Patreon or Instagram’s subscription model.

How Will Whatsapp Ads Be Targeted? Privacy Promises in the Spotlight

WhatsApp has long been a beacon of privacy, thanks to its end-to-end encryption, which ensures that no one—not even Meta—can read your messages or listen to your calls. With ads entering the picture, privacy concerns are understandably top of mind. Meta has been quick to address these, emphasizing that personal messages, calls, and group memberships will not be used for ad targeting.

Instead, ads will be tailored using “limited” information, such as your interactions with businesses in the Updates tab. This means that while your personal chats remain private, the content you engage with in the Updates tab could influence the ads you see. Your country, city, and device language may also play a role in ad targeting. And the channels you follow will also be considered.

If you’ve linked your WhatsApp account to Meta’s Accounts Center (which connects your Facebook, Instagram, and WhatsApp profiles), Meta may also use your ad preferences from those platforms to personalize WhatsApp ads. However, the company has firmly committed to never selling or sharing your phone number with advertisers, a move designed to reassure users wary of data misuse.

Still, privacy advocates are raising eyebrows. WhatsApp’s 2021 data-sharing policy update, which sparked backlash and drove some users to alternatives like Signal and Telegram, looms large. Critics argue that even “limited” data could erode trust in a platform built on privacy. As one user on X quipped, “If they start to enshittyfy messages, I’m out at the first ad I see.”

Meta’s Push for Revenue

Meta’s decision to introduce ads on WhatsApp isn’t surprising when you look at the numbers. In 2025, Meta reported $164.5 billion in revenue, with a staggering $160.6 billion coming from advertising across its platforms like Facebook, Instagram, and Threads. WhatsApp, despite its massive user base, has been a sleeping giant in Meta’s portfolio, generating revenue primarily through its Business API and “click-to-message” ads on other Meta apps. Now, Meta is betting big on WhatsApp as a new revenue powerhouse.

The Updates tab, with its 1.5 billion daily users, is a lucrative stage for advertisers. Businesses like Verizon, Wendy’s, and L’Oréal are already poised to leverage WhatsApp’s direct messaging features to engage customers, answer queries, and drive sales. WhatsApp will also take a 10% commission on transactions facilitated through the platform, with potential additional fees at the app store level.

This move aligns with Meta’s broader strategy to diversify its ad revenue and compete with platforms like WeChat, which seamlessly blends messaging, e-commerce, and payments. As Nikila Srinivasan, Meta’s VP of Product Management, noted, “People want to use WhatsApp for more than messaging close friends and family.” The Updates tab, she argues, is the perfect space to meet that demand without compromising privacy.

WhatsApp’s ad rollout is just the beginning. Meta plans to introduce these features globally over the next few months, starting with the Updates tab but leaving the door open for future expansions. Industry insiders are watching closely to see if this move will redefine messaging apps as commercial hubs or alienate users accustomed to an ad-free experience.

For businesses, the opportunities are immense. The ability to run Status ads, promote Channels, and offer subscriptions could turn WhatsApp into a one-stop shop for customer engagement. For users, the challenge will be balancing convenience with privacy as WhatsApp evolves from a simple chat app into a multifaceted platform.

User Reactions: A Mixed Bag of Fury and Resignation

The announcement has ignited a firestorm of reactions, particularly on X, where users are venting their frustration. One post lamented, “Give it a year and I’ll have to watch a video advertising deodorant before I can message my mum.” Another predicted, “Won’t be surprised if WhatsApp launches an ad-free subscription like YouTube Premium.”

For many, the introduction of ads feels like a betrayal of WhatsApp’s original vision. When Meta acquired the app in 2014, it promised to honor its ad-free ethos. Now, users feel that promise has been broken, echoing the sentiments of co-founder Jan Koum, who once wrote, “No one jumps up from a nap and runs to see an advertisement.”

On the flip side, some users are pragmatic. If ads are confined to the Updates tab and don’t invade personal chats, they’re willing to tolerate them—especially if it keeps WhatsApp free to use. Others see potential in the subscription-based Channels, which could offer exclusive content from creators or businesses they love.