WhatsApp is making a significant change by introducing ads within its platform. In an official update released on Monday, Meta announced that it will begin displaying advertisements from businesses through its Stories-like status feature. This feature resides in WhatsApp's "Updates" tab, allowing users to share ephemeral content such as text, photos, voice notes, and video messages. With this new update, users can expect to see sponsored content alongside updates from friends and family.
For years, Meta has contemplated incorporating advertising into WhatsApp, a notion that was initially met with resistance from the app's founders. Although Meta initially shelved plans to introduce in-app ads in 2020, WhatsApp head Will Cathcart confirmed in 2023 that the company was actively pursuing an implementation strategy. This move aligns with Meta's overall advertising strategy, which generated over $160 billion in revenue last year.
Meta emphasizes that the ads will be customized to fit your interests by utilizing “limited” information. This includes your country or city, language preferences, the channels you follow, and your interactions with ads on the platform. If you have opted into Meta’s Accounts Center, you also have the ability to alter your ad preferences to better suit your interests.
In its announcement, Meta reassured users that it “will never sell or share your phone numbers to advertisers.” The company has committed to not using your messages, calls, or groups to inform its advertising strategies. This commitment to user privacy is a crucial aspect as WhatsApp takes a step towards monetization.
This introduction of ads is not the only change Meta is implementing within WhatsApp. The company will also begin displaying promoted channels when users click on the Explore button to discover new content. Additionally, users will soon have the capability to subscribe to channels to receive exclusive updates, further enhancing the platform's functionality.
The rollout of ads in WhatsApp marks a pivotal shift in how the platform operates. As Meta integrates advertising into the app, users will need to navigate this new landscape while maintaining control over their privacy and preferences. With the promise of tailored content and a focus on user experience, it will be interesting to see how this development unfolds in the coming months.
