More than a decade after Meta formerly Facebook acquired WhatsApp for $19 billion, a major shift is finally here — ads are coming to WhatsApp.
Yes, the world’s most popular messaging app is entering the digital advertising game. And for marketers, it’s a move that opens up a whole new universe of opportunities.
What’s New on WhatsApp?
Meta announced that businesses will now be able to run Status Ads — short, engaging promotions shown in WhatsApp’s Updates tab. These ads will allow users to click and start a direct chat with the brand, creating a seamless pathway from impression to conversation.
Here’s a quick breakdown of what’s changing:
- Status Ads will appear in the Updates tab, separate from personal chats.
- Brands can use these ads to drive user engagement directly into WhatsApp conversations.
- Ads won’t interfere with private messages, which remain end-to-end encrypted.
Channels Get a Revenue Makeover
Meta is also upgrading the Channels feature, allowing businesses and creators to:
- Promote their Channels through search ads — similar to sponsored app results on Apple or Google stores.
- Offer exclusive, paid content via monthly subscriptions.
- Meta will eventually take a 10% commission on subscription revenue (not right away).
This means WhatsApp is quickly becoming more than just a messaging tool — it’s evolving into a content and commerce platform.
Why Now?…
Meta CEO Mark Zuckerberg has made it clear: messaging will be one of Meta’s key business pillars going forward.
“Messaging between brands and consumers should be the next pillar of our business,” — Mark Zuckerberg, April 2024
With 3+ billion monthly users globally, and over 100 million in the U.S. alone, WhatsApp is poised to become a core driver of Meta’s future growth — especially as the company navigates ongoing antitrust challenges.
What About Privacy?
Meta promises that WhatsApp’s end-to-end encryption remains untouched. Your personal messages and calls are safe.
The platform will only use basic, non-sensitive data — such as country, device, language, and general interactions — to target ads in the Updates tab.
What This Means for Marketers
This new ad format is a game-changer — especially in markets where WhatsApp is king like Kenya, Nigeria, India, Brazil, and parts of Europe.
Here’s how brands can benefit:
- Connect directly with users through native, trusted communication channels.
- Drive traffic and conversions via click-to-message funnels.
- Monetize content using paid Channels and subscriptions.
For small businesses and agencies, it’s an opportunity to be early adopters in a space that’s only getting bigger.
Conclusion
WhatsApp is no longer just a place to chat — it’s now a dynamic space for brand storytelling, customer engagement, and monetization.
As Meta slowly integrates ads into WhatsApp, marketers who understand how to use it authentically and respectfully will thrive.