WhatsApp has announced the introduction of advertisements from businesses within its platform. The widely-used messaging application, owned by Meta, has been contemplating the integration of ads for several years, dating back to 2018. The company indicated that it will utilize minimal information such as users’ country, language, and followed Channels to tailor the advertisements to their preferences. Alongside this, WhatsApp will also roll out Channel subscriptions, allowing users to support their favorite Channels.
Advertising in WhatsApp
In a recent blog post, WhatsApp outlined significant updates to its Updates tab. These updates include three major features: Channel subscriptions, Promoted Channels, and Ads in Status, all designed to enhance the growth potential for admins, organizations, and businesses within the app.
Through Channel subscriptions, users will have the opportunity to financially support their preferred channels and gain access to exclusive updates for a monthly fee. As users navigate the channel directory, WhatsApp aims to facilitate the discovery of new channels by allowing admins to boost their channel’s visibility.
The introduction of advertisements marks a pivotal change for the platform. These ads will be positioned in the Status section under the Updates tab, enabling users to discover new businesses and initiate conversations regarding their products or services. Notably, WhatsApp has specified that advertisements will be confined to the Updates tab and will not intrude on personal chat spaces.
This development concludes years of speculation about WhatsApp’s potential for incorporating advertisements. Back in 2018, Chris Daniels, then Vice President of WhatsApp, stated that advertisements would serve as the “primary monetization mode for the company”. Subsequently, Will Cathcart, the current head of WhatsApp, reiterated that the ad feature was still in progress, culminating in its current rollout.
According to WhatsApp, ads displayed in Status or Channels will utilize limited user information, including country, city, language, followed Channels, and interactions with ads. Additionally, it will take into account users’ ad preferences and data from other Meta accounts linked through the Accounts Centre.
Importantly, WhatsApp has reassured users that they “will never sell or share your phone number to advertisers.” Furthermore, personal messages, calls, and group interactions will not be used to inform ad personalization.
