Meta Unveils Ads, Paid Channels, and Promoted Content on WhatsApp: What It Means for Users and Creators
WhatsApp, long known for its simple, ad-free messaging experience, is entering a new chapter. Meta has officially announced major updates to the platform: ads in the app, paid subscriptions for Channels, and promoted content. The updates mark the biggest shift in WhatsApp’s monetization strategy since Meta acquired it in 2014.
Here’s a breakdown of what’s changing, and what it means for users and businesses.
1. Ads Are Coming to WhatsApp’s Updates Tab
For the first time, WhatsApp will display ads—though not inside your personal chats. The ads will appear in the Updates tab, which hosts Status updates and Channels. Think of it like Instagram Stories or Facebook feeds—users scrolling through Status updates or browsing Channels will occasionally see ads.
Meta is careful to stress that private messages and calls will remain end-to-end encrypted and ad-free. So if you primarily use WhatsApp for chatting, your core experience won’t change.
2. Paid Subscriptions for Channels
A major win for creators: WhatsApp is rolling out subscription-based Channels. This means creators, publishers, and organizations can offer exclusive content to followers who pay a monthly fee.
For now, Meta will not take a revenue cut during the first year—but a fee of around 10% may be introduced later.
Paid Channels open new monetization opportunities for creators across niches—whether you’re a fitness coach, music artist, influencer, or small business owner.
3. Promoted Channels
In addition to ads and subscriptions, Meta is also rolling out paid promotion for Channels. Creators and businesses can now pay to have their Channels appear in WhatsApp’s Channel directory or receive greater visibility—helping them attract new audiences.
This feature levels the playing field, giving smaller creators a chance to reach more users through smart targeting.
4. Privacy and Targeting
Meta promises that your private messages will not be used for ad targeting. Ads will instead rely on:
Location data (city/country)
Device language
Channels followed
Interactions with ads
If you connect your WhatsApp account to Meta’s “Accounts Center” (which links Facebook and Instagram), your preferences from those platforms may also influence ad targeting.
Importantly, WhatsApp will remain end-to-end encrypted for private messaging.
5. Why It Matters
This is the most significant monetization move for WhatsApp to date—aligning with Meta’s broader strategy to turn WhatsApp into a multifunctional super app (similar to WeChat in China).
For users, your private chats remain untouched. The impact is mostly in the Updates tab, which you can ignore if you choose.
For creators, these updates open a brand-new earning opportunity through subscriptions and promoted content.
For businesses, ads on WhatsApp provide a powerful new way to reach global users on one of the world’s most popular messaging platforms.
6. When Will This Happen?
Meta began rolling out these changes worldwide starting June 16, 2025. The rollout will continue gradually across regions in the coming months.
Final Thoughts
While some users may worry about ads arriving on WhatsApp, Meta’s approach keeps private conversations secure while unlocking new opportunities for creators and businesses. Whether you’re a user who loves clean messaging or a business looking to connect with audiences, these updates mark a pivotal shift for the future of WhatsApp.
It’s an exciting new era for the app—and one that could reshape how billions of people around the world interact, create, and earn on the platform.
