Meta has officially launched its first advertising initiative on WhatsApp, representing a notable change for the messaging platform, which has traditionally been known for its focus on privacy and being ad-free. The advertisements will be located exclusively in the Updates tab, a section where users view status posts and follow channels. This area attracts around 1.5 billion daily users.

Importantly, ads will not be displayed in private chats, group conversations, or call screens, all of which continue to be protected by end-to-end encryption. Will Cathcart, head of WhatsApp, has assured users that the core chat interface will remain free of advertisements, with ads only visible to those who actively engage with the Updates tab.

The advertising launch introduces three primary formats:

1. Status ads will appear between user-generated updates.
2. Promoted Channels will provide businesses and creators with an option to increase their visibility in the channel directory for a fee.
3. Paid channel subscriptions will enable creators to charge users for exclusive content, with Meta either taking a commission or occasionally waiving fees.

Ad targeting will utilize non-sensitive information, such as age, location, language, followed channels, and interactions with ads. Users may also see ad preferences influenced by Meta’s broader Accounts Centre, but the company maintains that the content of private chats and calls will not be used for advertising purposes.

Meta views this initiative as a significant growth opportunity. As Facebook and Instagram reach saturation in terms of monetization, messaging platforms like WhatsApp are being seen as the next frontier for revenue generation. CEO Mark Zuckerberg has pointed to examples of super apps in Asia as models for expanding messaging into commerce and content. Analysts project that WhatsApp could potentially generate up to $10 billion annually by 2028, assuming the average revenue per active user in the Updates tab reaches $6. Following this announcement, Meta’s stock price saw an increase, reflecting investor optimism about prospective new revenue streams.

Despite these changes, Meta continues to stress its commitment to user privacy. All personal messages and calls will remain fully encrypted and separated from ad targeting efforts. Cathcart noted that users who primarily utilize basic messaging features may not encounter any advertisements at all. Many users may not notice any changes unless they frequently use the Updates tab. While some consider this move a natural progression for the platform, others express concerns regarding its potential impact on WhatsApp’s identity as a private and straightforward communication tool.