Meta’s messaging app begins showing ads for the first time, opening new revenue streams while pledging to protect end-to-end encryption
Jun 17, 2025
WhatsApp, long celebrated for its ad-free, encrypted messaging experience, is entering a new era. Meta announced that the app will begin showing advertisements for the first time — but only in the Updates tab, not in personal chats. The move marks a significant shift for a platform once proudly devoid of commercial content, sparking both business optimism and user privacy concerns. While Meta insists core privacy protections remain intact, the change signals a broader monetization strategy across Meta’s platforms.
Key takeaways
- Ads enter WhatsApp for the first time: Ads will appear only in the Updates section — not in personal chats or messages. This area is accessed by about 1.5 billion users daily.
- User privacy still central, says Meta: WhatsApp will collect limited data (e.g., location, language settings) to serve ads but will not access message content or contact lists. End-to-end encryption remains unchanged.
- Optional Meta data integration: Users can choose to link WhatsApp with Facebook and Instagram accounts to allow cross-platform ad targeting, but it is not mandatory.
- New monetization tools: WhatsApp is also introducing paid subscriptions for content creators and ad tools to promote “channels,” one-way broadcasts similar to Telegram.
- Broader Meta strategy: The move follows similar efforts across Meta’s ecosystem, such as ads on Threads and creator subscriptions on Instagram and Facebook. Advertising still accounts for nearly all of Meta’s $164B revenue.
- No precedent, big potential: With WhatsApp’s massive user base, analysts see a significant untapped advertising opportunity — though possibly with lower rates than Instagram or Facebook due to privacy constraints.
- Background of privacy sensitivities: WhatsApp faced global backlash in 2021 over proposed data-sharing changes. The company is now approaching monetization cautiously to avoid repeating that misstep.
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