- WhatsApp is expanding its monetisation strategy by introducing advertising features inside the Updates tab globally.
- The rollout includes Promoted Channels and ads appearing within Status, bringing discovery and business promotion directly into the app.
The change focuses on discovery rather than altering private chats.
Where the new ads appear
The advertising experience is limited to the Updates section, which already hosts Status and Channels.
Users may begin noticing:
- Sponsored Channels appearing in channel discovery
- Promotional content between Status updates
- Business suggestions based on interests and activity
- Easier ways to follow brands directly from WhatsApp
Private chats remain separate from this system.
Promoted Channels explained
Promoted Channels allow creators, media brands, and businesses to pay for visibility.
Key mechanics:
- Channels can surface higher in search and recommendations
- Businesses can attract followers without leaving WhatsApp
- Users can discover niche content more easily
- Discovery becomes algorithm-driven instead of purely manual
This shifts Channels closer to social platform distribution models.
Status ads become a new revenue layer
Status ads function similarly to Stories ads on other platforms but remain contained within the Updates tab.
Expected behaviour:
- Ads appear between friends’ Status posts
- Swipe-through format continues
- Direct actions such as opening a chat or visiting a Channel
- Location and interest signals may influence what appears
The goal is lightweight exposure rather than disruptive ad placement.
Privacy positioning remains central
WhatsApp emphasises that personal messages are not used for ad targeting.
According to the rollout details:
- End-to-end encrypted chats stay private
- Phone numbers are not shared with advertisers
- Ads rely on broader signals like Channels followed or general location
- Users retain control over blocking businesses
This separation is critical to maintain trust while introducing ads.
Why this rollout matters
The Updates tab is becoming WhatsApp’s monetisation hub.
Strategic implications:
- New revenue stream without inserting ads into chats
- Stronger competition with Telegram Channels and Instagram broadcast tools
- Better discovery for creators inside WhatsApp
- Businesses gain a direct funnel from discovery → conversation
It signals WhatsApp evolving from a messaging tool to a distribution platform.
What users gain
Despite ads, the update introduces functional benefits.
Practical impact:
- Easier discovery of useful Channels (news, deals, creators)
- Direct communication with brands without leaving the app
- Centralised space for updates instead of scattered links
- Faster business onboarding for customer support
The value lies in convenience rather than new features inside chats.
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What businesses gain
For companies, WhatsApp becomes a marketing surface rather than just support.
Potential advantages:
- Native audience growth
- Lower friction compared to external ads
- Direct conversation after discovery
- Commerce integrations in future phases
This could reshape how small businesses acquire customers on messaging platforms.
What to watch next
Early signals of expansion may include:
- More analytics tools for Channel owners
- Shopping integrations inside Channels
- AI-driven recommendations
- Regional ad formats and pricing tiers
The Updates tab is likely to evolve quickly over the next year.