Since its acquisition by Facebook in 2014, WhatsApp has resisted the urge to integrate advertising, unlike Instagram or Facebook. Those days seem to be over. Meta is announcing a series of changes to the app, with ads in Statuses, featured channels, and even paid subscriptions for creators.
WhatsApp Statuses to be overrun with advertising
WhatsApp is beginning to test the display of ads in the Statuses section, located at the top of the "News" tab. This is the first advertising foray into the app since its integration into the Meta ecosystem. The ads will appear between two Statuses, similar to Stories on Instagram. These will be full-screen visuals broadcast by brands, sometimes with a button to contact them directly.
Meta specifies that these advertisements will only concern the public space of the Statuses. Private messages, however, remain end-to-end encrypted and will not be used for commercial purposes (at least not for now...).
Paid Subscriptions and Channel Recommendations
In addition to ads, WhatsApp is introducing new tools for content creators. It will now be possible to offer a paid subscription to a channel, in exchange for exclusive content. Meta has not yet detailed the payment methods, but the integration of Meta Pay seems likely.
Another new feature: the appearance of a "Featured Channels" section. This will be used to promote certain creators or recommend subscriptions likely to interest users, based on their interests.
With these additions, WhatsApp is gradually aligning itself with the strategies already adopted by Telegram and Instagram. The app remains focused on private messaging, but is taking a deliberate turn towards a more commercial and content-oriented platform.
Source: WhatsApp
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