WhatsApp Introduces Ads in Updates Tab as Meta Seeks New Revenue Streams
- CA Bhavesh Jhalawadia
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WhatsApp is preparing for a significant interface change with the introduction of advertisements within its Updates tab, which includes both the Status and Channels sections. This move is a central part of Meta’s strategy to unlock fresh income sources from its widely used messaging platform.
Strict Ad Placement and Privacy Guarantee
Meta has explicitly stated that the advertisements will be strictly confined to the Updates tab. They will be inserted between users’ status updates, much like how ads currently appear in Instagram Stories. Critically, Meta assures users that private chats, calls, and group messages will remain unchanged and continue to be end-to-end encrypted and ad-free.
Limited Targeting and Data Utilization
The ads will use limited data for targeting purposes. This data includes information such as a user’s city, language, followed channels, and interaction history with advertisements. Furthermore, if a user has linked their WhatsApp account with Meta’s Accounts Center, their existing ad preferences from Facebook or Instagram may also be leveraged to personalize the ad experience.
Monetization for Channels
In addition to the new ad placements, Meta is also rolling out features to help monetize WhatsApp Channels. Channel administrators will soon have the ability to charge subscription fees for access to exclusive content. Meta plans to take a 10% cut from these subscription revenues in the future.
Monitoring the Significant Shift
This update marks a major turning point for WhatsApp, a platform that has largely remained ad-free since its early acquisition by Meta. The company has stated it will closely monitor user responses and feedback, aiming to maintain the app’s core experience of simplicity and privacy despite the integration of advertising.