Meta Introduces Ads To WhatsApp As Messaging App Expands Revenue Strategy

WhatsApp will begin displaying ads in its Updates tab, marking a major shift in Meta’s monetisation strategy.

WhatsApp has announced that it will begin displaying advertisements within the app, marking a major shift for the world’s most popular messaging platform as parent company Meta Platforms seeks to open new sources of revenue beyond Facebook and Instagram.

In a blog post on Monday, WhatsApp said that ads will appear only in the app’s “Updates” tab, which includes features such as Status updates and Channels sections used by an estimated 1.5 billion people daily.

Developers were quick to stress that personal chats will remain ad-free, and that end-to-end encryption ensures private conversations, calls, and group messages cannot be used for advertising or data collection.

“The personal messaging experience on WhatsApp isn’t changing,” the company said. “Personal messages, calls and statuses are end-to-end encrypted and cannot be used to show ads.”

The move represents a significant change for the app, which for over a decade prided itself on being free of advertisements. WhatsApp’s founders, Jan Koum and Brian Acton, had strongly opposed the introduction of ads when they launched the platform in 2009, describing them as intrusive and incompatible with user privacy.

When Facebook acquired WhatsApp in 2014 for around &19 billion, the founders reiterated their commitment to an ad-free user experience. However, both Koum and Acton eventually left the company over differences with Facebook’s leadership, particularly around the platform’s commercial direction and data-sharing policies.

Since then, Meta has sought ways to monetise WhatsApp’s over 2.5 billion users, one of the largest active audiences in the world, while balancing user trust and privacy.

The company said the ads will be targeted based on limited user information, including age, location (city or country), language, the Channels a user follows, and how they engage with existing advertising content.

However, WhatsApp emphasised that it will not use personal messages, calls, or group interactions, for ad targetingan approach designed to maintain its reputation as a private, secure messaging service.

The introduction of ads is one of three new revenue features WhatsApp revealed on Monday:

Ads in the Updates tab allowing brands to reach audiences through the Status and Channels sections.

Paid subscriptions for Channels, giving creators and organisations the option to charge followers for exclusive updates.

Promoted channels enabling businesses and public figures to pay for greater visibility among WhatsApp users.

The advertising rollout comes as Meta continues to rely heavily on ad revenue across its ecosystem. In 2025, the Menlo Park, California-based company generated $164.5 billion in total revenue $160.6 billion of which came from advertising on Facebook, Instagram, and Messenger.

Meta CEO Mark Zuckerberg has previously described WhatsApp and Messenger as the company’s “next billion-user monetisation platforms,” with a focus on business messaging, in-app commerce, and creator tools.

Analysts say the addition of ads marks a turning point for WhatsApp, long seen as a “sleeping giant” within Meta’s portfolio.

“WhatsApp has immense commercial potential, especially in developing markets where it’s central to communication,” said digital analyst Lebo Maseko. “By introducing ads in a controlled way, Meta is testing whether it can balance monetisation with user trust.”

While the new advertising model offers potential financial upside, it also risks alienating users who have long valued WhatsApp’s simplicity and ad-free environment.

Critics warn that even limited advertising could pave the way for broader commercialisation, potentially undermining the app’s original promise of private, distraction-free communication.

For now, Meta appears to be treading carefully ensuring ads stay separate from personal messaging while integrating them into public and broadcast-oriented spaces within the app.

As the rollout begins globally over the coming months, the company will closely monitor user feedback and engagement to determine how far WhatsApp can evolve from a pure messaging tool into a more dynamic, monetised social platform.