WhatsApp, the Meta-owned messaging app used by close to 2 billion people worldwide, is ramping up its advertising efforts. While the app has long promised a privacy-first experience free from traditional ads, recent updates suggest that's changing, and changing fast.
In a blog post published Monday, WhatsApp announced an expansion of its "Channels" discovery and business tools, designed to help you find more content and shops directly within the app. Alongside this rollout, Meta is preparing to introduce more ads, including sponsored content in WhatsApp's Status feature and Channel recommendations.
This move builds on the company's broader strategy to monetize WhatsApp without disrupting its core messaging experience. According to reporting by TechCrunch, WhatsApp will soon begin testing ads that appear in the Status tab -- similar to Instagram Stories ads -- and sponsored channel suggestions will start showing up in the Updates tab, where you see Statuses and Channels from friends and creators.
"We want to make it easier for people to discover content and businesses they care about on WhatsApp," the company said in its blog post, emphasizing that you'll still control who you follow and what you see. But for many, this signals a shift in WhatsApp's long-standing identity as a clutter-free, private chat platform.
Meta did not provide additional information upon CNET's request for comment.
Where the ads will appear in WhatsApp
The new ad placements will roll out in several key areas:
Status ads : These will look and feel like Instagram Story ads, appearing in between organic Status updates from friends.
: These will look and feel like Instagram Story ads, appearing in between organic Status updates from friends. Sponsored channel suggestions : When browsing the "Updates" tab, you will start seeing paid recommendations for new channels.
: When browsing the "Updates" tab, you will start seeing paid recommendations for new channels. Business messages and promotions: WhatsApp is also encouraging businesses to use its new features to promote sales, discounts and product launches.
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