The Cannes Lions festival kicked off with a bang and a bold shake-up as WhatsApp, the messaging giant owned by Meta, prepares to introduce advertising for the first time in its 11-year history.
This move marks a significant departure from the app’s original philosophy, where its founders staunchly opposed any form of ad-based monetization, prioritizing a clean, user-focused experience. Now, that stance is set to change, stirring both excitement and controversy.
The advertising will be rolled out in the Status and Updates tab, a section where users can view ephemeral stories and follow one-way Channels — a feature unavailable in Russia due to local restrictions. According to the company, this tab attracts 1.5 billion daily visitors, making it a prime target for monetization efforts. The introduction of ads here reflects Meta’s strategy to tap into this vast audience without encroaching on the app’s core private chat functionality.
Three-Pronged Advertising Approach
WhatsApp’s advertising rollout will feature three distinct formats:
- Promoted Channels: In the app’s directory of Channels, paid positions will be highlighted, allowing creators and businesses to boost their visibility and reach new followers.
- Monthly Subscriptions: Users can opt to pay a fixed monthly fee to channel admins for exclusive content, with WhatsApp earning a commission on these transactions, adding a new revenue stream.
- Story Ads: Traditional ad placements will appear within the feed of Status updates, alongside friends’ stories. These ads will include a one-click option to message brands directly, blending promotion with interactivity.
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Privacy Promise Maintained
A key reassurance for users is that the private chat section will remain ad-free. This decision aligns with WhatsApp’s long-standing commitment to end-to-end encryption and user privacy, ensuring that personal conversations stay untouched by commercial interests.
The focus on the Updates tab suggests a careful balance — monetizing a secondary feature while preserving the app’s primary appeal as a secure messaging platform.
As of June 30, 2025, this shift signals Meta’s broader push to diversify revenue beyond its traditional social media platforms. While the move may alienate some purists who cherished WhatsApp’s ad-free roots, it could also open new opportunities for creators and businesses. The success of this experiment will depend on how users adapt to the changes and whether Meta can maintain the trust that has defined the app for over a decade.
