- Meta is introducing ads to WhatsApp, marking a shift from the app’s ad-free model since its acquisition in 2014.
- Businesses can now run status ads in WhatsApp’s Updates tab, encouraging users to message them directly through the app.
- Meta will also monetize WhatsApp Channels via search ads and subscriptions as part of its broader revenue push.
What is happening? After 11 years since its acquisition, Meta is bringing ads to Whatsapp.
Mark Zuckerberg disclosed that this is a significant step in Meta’s plans to make WhatsApp the company’s new chapter. This comes amid Meta’s antitrust case with the Federal Trade Commission over its acquisition of the messaging app and Instagram.
Monetization
How will it work? Meta announced that businesses will now be able to run status ads on WhatsApp. These ads will prompt users to interact with the advertisers via the app’s messaging features. Furthermore, these ads will only be shown to users within WhatsApp’s updates tab to separate promotions from personal conversations.
In addition, Meta will monetize the app’s channels feature through search ads and subscriptions.
Currently, Meta allows advertisers to run click-to-message ads on Facebook and Instagram. These ads steer users to WhatsApp where they can directly engage with businesses. However, now companies can run those ads within WhatsApp itself
The new status ads will appear in a user’s Updates tab within that tab’s “Status” feature. The status feature can be used to share pictures, videos and text that vanish after 24 hours similar to Instagram Stories. Furthermore, placing the ads in the updates tab is an attempt to disrupt users as little as possible.
This is a major change given that the messaging app’s original founders did not condone advertising. Moreover, whatsApp’s co-founders, Jan Koum and Brian Acton, were public in their disdain for the advertising industry.
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