Media

WhatsApp is now showing ads

Ken Metral

16 Jun 2025 — 2 min read

Credit: WhatsApp/Meta Platforms, Inc.

In a move that marks a significant shift for the world’s most popular messaging app, WhatsApp is officially introducing ads. Meta, WhatsApp’s parent company, announced on Monday that it will begin rolling out advertisements through the platform’s “Status” feature — its Stories-like function where users post disappearing text, photos, voice notes, and videos.

Ads in the "Updates" Tab

These ads will appear within the “Updates” tab, which is currently used to view Status updates from friends, family, and channels. Going forward, users may start to see sponsored content interspersed with personal updates — a notable departure from WhatsApp’s traditionally ad-free experience.

Meta has assured users that these ads won’t disrupt their private conversations. Instead, the company is positioning this as a way to monetize parts of the app without intruding on chat privacy. “We believe the Updates tab is the right place for these new features to work,” Meta said in its update.

Privacy and Personalization

The ads will be personalized using what Meta describes as “limited” user information — such as your country or city, preferred language, the channels you follow, and your interaction history with ads across Meta’s platforms. Importantly, Meta states it will not access users’ messages, calls, or group chats to tailor ads, nor will it sell or share phone numbers with advertisers.

Users will have some control over their ad experience through Meta’s Accounts Center, where they can adjust their ad preferences.

A Long-Anticipated (and Controversial) Shift

This development has been a long time coming. Meta has considered integrating ads into WhatsApp for several years — a move that was reportedly at odds with the platform’s original founders, who were strongly opposed to monetizing the app through advertising. While Meta backed off its initial ad rollout plans in 2020, WhatsApp head Will Cathcart confirmed in 2023 that work on ad integration was still ongoing.

Given that Meta generated over $160 billion in ad revenue last year, extending its advertising ecosystem to WhatsApp is not unexpected — but it is sure to be met with mixed reactions.

More Changes on the Horizon

Alongside the introduction of ads in the Status section, Meta is also updating how users discover new content. When users tap on the “Explore” button, they will now see promoted channels suggested by Meta. The company is also adding the option to subscribe to channels for “exclusive updates,” indicating a broader push to turn WhatsApp into a more content-driven platform.

The Takeaway

For years, WhatsApp has set itself apart as a privacy-focused, ad-free space in the messaging landscape. With the rollout of ads in the Status feature, Meta is taking a careful — but consequential — step toward monetizing the platform. How users will respond remains to be seen, but it’s clear that WhatsApp’s business model is evolving — whether people like it or not.

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