Meta monetizes WhatsApp, ads to appear in updates section

WhatsApp announced on Monday that users will begin seeing advertisements within the app, as parent company Meta Platforms seeks new ways to generate revenue from the messaging service’s vast user base.

The ads will appear in the Updates tab, which is accessed by up to 1.5 billion people daily. According to developers, no advertisements will appear within users’ personal chats.

“The personal messaging experience on WhatsApp isn’t changing, and personal messages, calls, and statuses are end-to-end encrypted and cannot be used to show ads,” the company stated in a blog post.

This marks a significant shift from the company’s original mission. When WhatsApp was founded in 2009 by Jan Koum and Brian Acton, its creators vowed to keep the platform ad-free. Facebook acquired WhatsApp in 2014, and the original founders later departed. Since then, Meta Platforms has sought ways to monetize the platform.

WhatsApp noted that ads will be targeted using basic data such as a user’s age, language, location, followed channels, and engagement with previous ads.

The company emphasized that personal messages, calls, and group memberships will not be used to target advertising.

This initiative is part of a broader strategy to introduce three new monetization tools on WhatsApp. Besides in-app ads, Channels can now charge monthly subscription fees for exclusive content. Additionally, business owners will have the option to promote their channels to reach new audiences.

Meta’s business is heavily reliant on advertising, with the company generating $164.5 billion in revenue in 2025—$160.6 billion of which came from ads.