WhatsApp will begin displaying ads in its “Updates” tab, marking the end of its longstanding ad-free approach.
Meta confirmed that ads will appear in Status and Channels within the Updates menu, keeping personal chats ad‑free and private.
It says ads will use location, language, and followed channels data for targeting but will not access private messages, calls, or group content.
Meta also plans to allow businesses to promote channels, and to enable channel subscriptions with a 10% commission taken by WhatsApp.
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The feature will roll out globally in the coming months, leveraging the 1.5 billion daily users of the Updates tab.
Targeted by ads based on non-personal attributes, the rollout avoids interrupting user messages and maintains end‑to‑end encryption.
Meta projects this monetization strategy could generate around $10.2 billion annually by 2028 if average ad revenue hits $6 per Updates user.
Privacy advocates have raised concerns, but WhatsApp maintains no phone numbers or message content will be shared with advertisers.
Meta emphasizes the strategy aligns with its broader business model, ensuring personal communication remains unaffected.
