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WhatsApp introduces ads and some additional paid options

2025-06-16 20:35:34Kosova&Bota SHKRUAR NGA REDAKSIA VOX
WhatsApp introduces ads and some additional paid options
WhatsApp application

WhatsApp is launching three new advertising features that will affect the messaging app worldwide.

The Meta-owned platform says the new ads will not appear in the same place as people's private conversations, nor will the content of their messages, which are encrypted, be used to decide which ads to show.

Instead, WhatsApp will use a user's country, city, and language, as well as how they interact with other ads and which channels they follow, to drive suggested content.

But people who have chosen to connect their WhatsApp account with Facebook or Instagram will see more personalized ads.

New advertising features will appear in a section called "Updates," which is a separate tab at the bottom of the app.

WhatsApp claims to have 1.5 billion users globally.

Businesses with channels will be able to choose to promote ads in the "Updates" section to attract new followers, and also charge a subscription to access additional content.

WhatsApp will ultimately take a 10% commission on that fee, and there may be additional costs beyond those charged at the app store level depending on the size of the business.

Firms will also be able to advertise in the form of a status update, which looks similar to an Instagram "story" and will link to start a conversation if clicked.

Social media expert Matt Navarra told the BBC that Meta is "laying the foundation for WhatsApp to finally become a monetizable platform at scale."

But "monetizing the periphery" of WhatsApp, while keeping personal conversations private, would not be without risk for the company, he added.

This may be especially the case in markets like the United Kingdom and Europe, he said, where the app is seen primarily as a messaging tool with less appetite for content or advertising.

"Any perception that the app is becoming noisy or Facebook-ized will cause negative reactions," he said.


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