WhatsApp has always been that one app we all trust to keep our conversations private and ad-free. But now, that’s changing, kind of.
On June 16, 2025, Meta officially started rolling out ads inside WhatsApp. But before you panic, let’s be clear: no, your private chats are not getting ads. Instead, these updates are focused on the “Updates” tab, where you find Status posts and Channels.
So why is everyone—especially marketers—watching this like hawks? Let’s break it down.
What’s New with WhatsApp Ads?
Meta’s introducing ads inside the Updates tab, which is basically WhatsApp’s version of the Explore page. These ads show up like sponsored Status updates, just like what you already see on Instagram Stories.
The ads are interactive—you can tap to start chatting directly with the brand. That opens up a whole new world for businesses to engage with people right inside the app.
Besides that, Meta is doing two other big things:
- Promoted Channels: Brands and creators can now pay to boost their Channels so more people discover them.
- Paid Channel Subscriptions: Creators and businesses can charge people to access exclusive content. WhatsApp won’t take a cut—for now. But Meta has plans to take up to 10% later on.
What About Privacy?
This is where things get interesting.
Meta knows WhatsApp’s selling point is privacy. So they’re keeping ads away from private areas like chats, calls, and groups. Everything in your messages is still end-to-end encrypted, and advertisers won’t get your phone number.
Instead, ads are targeted using light info like:
- Your country or city
- Language settings
- Which Channels do you follow
- How you interact with certain features
You can also link your WhatsApp to Meta’s Accounts Center (where Facebook and Instagram data lives) to get more relevant ads—but that’s optional.
What This Means for Marketers
This is Meta opening the gate to WhatsApp as a monetizable platform, and smart marketers are already adjusting their playbooks. Here’s why:
1. New Front Door for Engagement
Instead of driving traffic to WhatsApp using Instagram or Facebook ads (which many already do), you can now start the journey inside WhatsApp. That’s a huge shift in funnel strategy.
2. Grow with Promoted Channels
You can now make your brand’s Channel more visible through sponsored placements. If you’ve got solid content, this can give you a strong boost, just like boosting a Facebook Page used to.
3. Subscription = Revenue
Want to offer VIP access, early product drops, or exclusive content? You can now monetize directly through your Channel, think of it like Patreon, but inside WhatsApp.
4. Message Volume Limits Are Coming
WhatsApp is also adding frequency capping to prevent spammy behavior. You can’t just blast templates to your audience endlessly anymore. This means that better targeting, timing, and content are a must.
What Marketers Should Do Now
If you’re serious about getting ahead of this update, here’s a quick checklist:
- Start using WhatsApp Channels, especially if you’re in media, fashion, entertainment, or tech.
- Test the new ad placements and monitor engagement.
- Explore paid Channel content, build something your audience will pay for.
- Optimize your Click-to-WhatsApp ads across Facebook and Instagram to drive quality leads.
- Track message frequency and stay on WhatsApp’s good side with high-quality, timely messages.
Is WhatsApp Becoming a Super-App?
Meta isn’t just rolling out ads for fun. This move is part of a larger strategy to make WhatsApp more like China’s WeChat, a multi-purpose super-app where you chat, shop, follow brands, and subscribe to updates—all in one place.
By keeping ads out of private spaces and focusing on public areas like Channels, Meta is playing a long game: monetize the periphery, not the core. And for marketers, that’s a golden opportunity to engage without crossing privacy lines.
ALSO READ: What’s Next on WhatsApp? : Features you will not believe they are coming
Marketer Reactions & Analysis
Rahul Shenoy (Sr. Brand Services Director – Digital, FCB Interface, India)
“The launch of WhatsApp ad services will provide marketers with new and untapped avenues to engage with their customers. From promotional offers, contest alerts to new launches… brands will be able to… drive business directly via the platform.”
Sahil Vaidya (Co‑Founder, The Minimalist)
“Given the cultural dynamics of India… WhatsApp… turned into a forwarding platform. The key… is to capitalize on this insight and create branded content that has the potential for high shareability.”
Sonal Jhuj (VP‑Strategy, DDB Mudra Group)
“WhatsApp is ‘deeply personal and convenient. Hence, brands will have to find a way to work with that reality.’”
Yuval Ben‑Itzhak (Socialbakers CEO):
“For brands, the key to successful engagement on WhatsApp will be timely, relevant and personalized content … very much like chatting with a friend or colleague.
Akvile DeFazio (President, AKvertise):
“It doesn’t come as a surprise… they are looking for additional inventory… especially with younger demographics.”
Jasmine Pickel (Former VP, N6A) / David Simon (CMO, SteelHouse) raised concerns:
“WhatsApp is a highly personal, and very private communication tool… The key… will be to strike a delicate balance with users.”
Our Final Thoughts
This WhatsApp ad update might seem small now, but it’s a big signal. The world’s most popular messaging app is finally opening up to advertising, brand building, and subscriptions. And with over 2 billion users, it’s going to be one of the most powerful platforms for digital marketers in the years to come.
If you’ve been sleeping on WhatsApp marketing, now’s the time to wake up.
Here are all the notable features released in WhatsApp’s latest ad update:
1. Ads in the “Updates” Tab
- Sponsored Status-style ads appear in the Updates tab (which includes Status and Channels).
- Tapping an ad opens a chat with the brand.
2. Promoted Channels
- Businesses and creators can now pay to boost visibility and grow their audience via advertisement.
3. Paid Channel Subscriptions
- Users can subscribe on WhatsApp to exclusive content from creators or brands.
- Initially, Meta won’t take a revenue cut; however, plans include up to a 10% fee later.
4. Privacy-Focused Targeting
- Ads are targeted using non-sensitive signals: geographic location (city/country), language, followed by Channels, and basic interaction patterns.
- No access to private chats, groups, calls, or phone numbers.
5. Optional Meta Accounts Center Integration
- Users can opt in to link their WhatsApp with Facebook and Instagram data to improve ad relevance.
6. Frequency Capping for Marketing Messages
- Marketers face new caps on the number of template messages they can send to users, encouraging better quality and timing.
