WhatsApp messenger will show ads and offer paid subscriptions for the first time in its history. Meta plans to place ads in the Updates tab and allow creation of private paid channels.
G. Ostrov
One of the world's most popular messengers, WhatsApp, is preparing for cardinal changes in its business model. According to Bloomberg, Meta Platforms plans to implement ads and paid subscriptions in its messenger for the first time.
Where ads will be placed
Ads in WhatsApp will appear in the Updates tab, which is viewed daily by up to 1.5 billion users. This is a strategically important place for advertising placement, as users spend significant time here browsing news and channel updates.
Advertisers will also be able to promote their WhatsApp channels to get better placement in the updates tab. This opens new opportunities for brands and companies to engage with audiences.
Paid subscriptions and channels
Channel owners will be able to create private communities of subscribers willing to pay monthly fees for exclusive content. Meta plans to take up to 10% commission from subscription revenue, but no commission will be charged during the launch phase of paid channels.
Reasons for monetization
The decision to monetize WhatsApp is related to Meta's growing funding needs for various projects:
- Development of new language models for artificial intelligence
- Building computational infrastructure
- Major investments, including a $14.3 billion deal with startup Scale AI
Privacy preservation
Meta promises that ad implementation will not affect user privacy. The company states that:
- Facebook or Instagram data will not be used for ad targeting in WhatsApp
- Ads will not interfere with private messaging
- Users who only use messaging and calls will not encounter ads at all
Implementation timeline
Implementation of new features will begin worldwide today, but full coverage of all users will happen gradually over time.
Historical perspective
WhatsApp was acquired by Meta in 2014 for $19 billion. Until now, attempts to commercialize the messenger have been limited mainly to payment services and integration with trading platforms, primarily in India and Brazil.
For current information, we recommend visiting WhatsApp's official website.
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