For the first time since it launched in 2009, WhatsApp is showing ads.

The widely used, ad-free app will start to display advertisements — albeit in limited and targeted ways. The company behind the messaging app, Meta, announced that the ads are rolling out slowly and will only appear in the “Updates” tab.

But what does that mean for the everyday user?

If you use WhatsApp primarily for private chats and group conversations — you probably won’t notice a difference. Meta says personal messages will stay ad-free. The Updates tab, where ads will show up, is where users view Status updates or follow Channels based on their interests, news, or entertainment.

It’s a balance between monetization and privacy.

Ads That Won’t “Interrupt Personal Chats”

It is crucial for Meta to find a balance between advertising and user privacy. So they’re trying to allow ads in a way that doesn’t feel intrusive. Ads won’t pop up in your messages. The focus will be on non-conversational areas. Users who browse through Status updates will now see some posts from advertisers. They’ll look like regular status stories — either a photo, video, or text — but they’ll come from businesses. You can even reply to the ad and start a chat with the advertiser directly on WhatsApp.

There are also Promoted Channels — a new ad type that gives admins the ability to boost the reach of their channels. It’s a new feature designed to help businesses and content creators expand their audience organically through the app.

Finally, WhatsApp is testing a subscription model. Yes, you read that correctly. Businesses can charge users a monthly fee for exclusive content. Think of a cooking channel that offers premium recipes or an alert for paid subscribers.

Targeting Without Giving Up Too Much Data?

The thought of ads appearing on WhatsApp — a platform long known for its privacy — sounds like a step backward. But Meta claims they’re taking it slow.

Meta says ad targeting will only be based on general information — such as your country, city, language, age range, and phone settings. It will also consider how you interact with content in Status and Channels. For example, which channels you follow, what you engage with, and even how you respond to the ads.

And again, your private messages will remain encrypted and unchanged.

But some overlap with other Meta platforms (like Facebook and Instagram) could happen — if users link their WhatsApp account to Meta’s Accounts Center. This setting is off by default. But if enabled, it will allow Meta to combine your activity across all its apps to refine the ads you see.

Users will also have control. WhatsApp will allow you to see why a specific ad was shown, hide or report the ad, and manage your preferences for topics or advertisers.

The Business Behind the Change

The change isn’t too surprising. Meta — which bought WhatsApp in 2014 for a staggering $16 billion — has been gradually turning WhatsApp into more than just a free chat app.

Until now, most of WhatsApp’s revenue has come from its Business Platform and “Click-to-WhatsApp” ads on Facebook and Instagram. These allow businesses to start conversations with potential customers directly through the ad.

In April, Meta CEO Mark Zuckerberg said the WhatsApp Business Platform was seeing strong growth. But there was clear intent to squeeze more out of WhatsApp’s 2 billion+ users.

During a recent product briefing, Alice Newton Rex, VP of Product at WhatsApp, said allowing ads in the Updates tab was the “next natural evolution.” The business platform already helps users find companies on WhatsApp — now ads will strengthen that connection.

Plus, it’s what people wanted. “That was what we were increasingly hearing from businesses,” Rex added.

A Growing Trend in Social Apps

WhatsApp isn’t alone in making this shift. Other messaging platforms are too. Discord started running ads in 2024. Reddit, another social hub, made its first profit after seeing advertiser interest. Even apps that are traditionally known for community-first features are getting pulled into the ad economy.

It’s also a question of finances. With a wobbly global economy and uncertain ad spend, platforms are looking for more stable streams of revenue. For Meta, 98% of its recent revenue came from advertising. So it’s no surprise that WhatsApp — once seen as an untapped goldmine — is now joining the club.

For now, the ad experience on WhatsApp is understated. But with Meta’s heavy focus on advertising and maximizing platform utility, many think this is just the beginning.