ISLAMABAD: Meta has taken a major step in monetizing WhatsApp by rolling out ads on the app worldwide, outside of the European Union. The change, announced on June 16, marks a significant shift for the world’s most widely used messaging platform, which has long maintained ad-free status.
Ads will now appear in the Updates tab, specifically within Status – WhatsApp’s version of Instagram Stories. However, for millions of users in the European Union, the wait for ads will extend until at least 2026 due to regulatory delays.
According to Meta, the new ads will not interfere with personal messaging. “We believe the Updates tab is the right place for these new features,” WhatsApp explained in a blog post. The ads will appear alongside updates from friends and family but will not interfere with personal chats, calls, or group conversations. This subtle placement is designed to balance the user experience with Meta’s revenue goals.
As part of this broader monetization strategy, Meta is also introducing channel subscriptions and promoted channels. Channel subscriptions will allow creators to offer exclusive content behind a paywall, while promoted channels will be featured in the app’s Explore section, giving brands and content creators equal access. Interestingly, users in the European Union won’t see these ads just yet. Ireland’s Data Protection Commission (DPC), which oversees Meta’s EU operations, has confirmed that WhatsApp’s advertising model won’t go live in the region until 2026. “That new product won’t be launched in the EU market until 2026. We’ve been informed by WhatsApp,” said Des Hogan, the Irish Data Protection Commissioner. The delay was due to concerns over compliance with the General Data Protection Regulation (GDPR), one of the world’s strictest privacy laws.
For users outside the EU — including India — ads will be personalized with limited data. Meta will use location (city and country), language, and user interactions with channels to tailor content. If users have linked WhatsApp to the Meta Accounts Center, their advertising preferences from Facebook and Instagram may also influence what they see.
However, Meta insists that it is protecting user privacy. The company reiterated that it will not use private messages, calls, or group activity for ad targeting. These remain fully encrypted, and phone numbers will not be shared with advertisers.
The timing of this rollout is bold, especially as Meta faces an ongoing antitrust lawsuit in the US. The integration of its advertising systems across its platforms — WhatsApp, Instagram, and Facebook — is under scrutiny, with critics saying it reflects Meta’s unchecked market power. Still, the change signals a new chapter for WhatsApp. With 1.5 billion daily users, Meta sees huge revenue potential. After generating more than $160 billion in ad revenue last year, adding WhatsApp to its advertising portfolio could significantly boost revenue. Still, it also raises questions about the future of private, clutter-free communications on the app.