After acquiring WhatsApp over ten years ago, Meta has been very discreet about monetizing the app. However, with a massive investment of $19 billion at the time, Meta could have gotten started on the subject much earlier...
And while ads were already an integral part of Facebook and Instagram, WhatsApp was previously exempt, but that should change very soon.
New features... and ads!
In recent months, Meta's instant messaging service has been constantly making announcements about the arrival of new features. In recent days, WhatsApp has even announced the imminent arrival of message summaries using artificial intelligence, in addition to Meta AI already integrated into the application.
This Monday, June 16, in a new announcement published on its blog, WhatsApp announced the integration of other features into its ecosystem, as well as advertisements.
A Overview of new features on WhatsApp – Source: WhatsApp
While Meta has just restarted training its artificial intelligence last April on the European continent, these ads come at the right time for advertisers who would like to communicate on WhatsApp.
And to do this, WhatsApp intends to use the very principle of its application, the ads being centered around discussions.
Ads under statuses
Among the new features of WhatsApp, we should first find ads under statuses, where users will be able to directly exchange with businesses about specific services or products.
Beyond traditional advertising, in theory, this should allow businesses to communicate directly with consumers. However, Meta did not provide further details on how these exchanges could be formalized.
Sponsored Channels
The arrival of sponsored channels is one of the big new features of this new version of WhatsApp. From now on, administrators will have the ability to promote their channel directly in the application, although Meta did not provide further details on the form this could take.
And while this advertising format may seem surprising at first glance, it actually makes perfect sense with the arrival of a new feature on the subject...
Channel Subscriptions
In its press release, WhatsApp also announced the arrival of a new economic model for channels. Specifically, WhatsApp channel administrators will be able to pay for channel subscriptions and receive exclusive content. However, Meta specifies that channels should remain free and accessible to all users.
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