WhatsApp to start showing more adverts in messaging app

WhatsApp, the widely used messaging app owned by Meta, is introducing three new advertising features that will be rolled out globally. These ads will not appear within private chats, ensuring that the content of users' encrypted messages remains confidential and is not used to target advertisements. Instead, WhatsApp will rely on general information such as the user's country, city, language, and their interactions with other ads and channels they follow to suggest relevant content. Users who have linked their WhatsApp accounts to Facebook or Instagram may see more personalized ads based on their activity across these platforms. The new advertisements will be displayed in a dedicated section called Updates, which is accessible via a separate tab at the bottom of the app.

With a user base of approximately 1. 5 billion people worldwide, WhatsApp is offering businesses the opportunity to promote their channels within the Updates section to attract new followers. Additionally, businesses can charge subscriptions for access to exclusive content, with WhatsApp taking a 10% commission from these fees. Depending on the size of the business, there may also be additional charges imposed by app stores. Another advertising option for businesses is to create status updates that resemble Instagram stories; these can link directly to a chat with the business when clicked. Social media expert Matt Navarra commented that Meta is preparing WhatsApp to become a significant source of revenue by monetizing its platform. However, he also warned that while keeping personal chats private, introducing ads around the edges of the app carries risks, especially in regions like the UK and Europe where WhatsApp is primarily seen as a messaging tool rather than a content or advertising platform. Any perception that WhatsApp is becoming cluttered with ads or too similar to Facebook could lead to user backlash.

The introduction of these features aligns WhatsApp more closely with Meta's other platforms, Facebook and Instagram. WhatsApp's head, Will Cathcart, noted that the similarities are intentional, pointing out that stories exist on both Instagram and WhatsApp, and now businesses can promote themselves across both platforms. He described this development as a natural extension of messaging services, comparable to features found on competing apps like Snapchat and Telegram. Matt Navarra also highlighted a broader trend in social media where public sharing is declining, and users are increasingly engaging in private messages and stories within small groups. Meta's strategy appears to be transforming WhatsApp into a platform for business and content without users fully realizing it. Cathcart reassured users that those who use WhatsApp solely for messaging will not be affected by the new ads. He acknowledged that some features, such as the Updates tab and a permanent AI tool button, cannot be removed, but emphasized the company's desire to avoid making the app overly complex with too many settings.