Ads are coming to WhatsApp, for the first time since it launched in 2009.

The messaging app, famous for its ad-free interface, will now run ads — but in a limited, focused way. Meta, WhatsApp’s parent company, said the ads are starting to roll out and will only appear in the “Updates” tab.

So, what does that mean for the average user?

If you use WhatsApp mostly for one-on-one messages and group chats — nothing. Meta says personal conversations will remain ad-free. The Updates tab is where users view Status updates or follow channels related to interests, news, or entertainment.

Meta’s balancing act between monetization and privacy

Meta says the goal is to allow ads without feeling intrusive. That’s why you won’t see them in your chats. Instead, the focus is on areas of WhatsApp that aren’t conversation-focused. Users who scroll through Status updates will see some posts from advertisers. These can look just like regular status stories — photos, videos, or text — except from businesses. Users can even reply to the ads and start a chat with the advertiser on WhatsApp.

Then there are Promoted Channels — another new ad format. These let channel admins raise the profile of their channel. It’s a new feature that lets businesses and content creators grow their audience organically within the app.

And finally, WhatsApp is testing a subscription model. Yes, you read that right. Businesses can charge users a monthly fee for exclusive content. Think a cooking channel that shares premium recipes or alerts for paid subscribers.

Targeting, without giving up too much data?

The idea of ads showing up on WhatsApp, a platform that’s long celebrated for its privacy, seems like a step back. But Meta says it’s being careful.

Meta says ad targeting will only include broad data — like your country, city, language, age range, and phone settings. It’ll also consider how you engage with content within Status and Channels. Like which channels you follow, what you engage with, and even how you respond to the ads.

Meta says your private messages will stay encrypted and untouched.

Still, there’s some overlap with other Meta platforms (like Facebook and Instagram) if you link your WhatsApp account to Meta’s Accounts Center. It’s turned off by default. But if you do, Meta can pull activity from across its apps to hone in on the ads shown.

Users will have some control too. WhatsApp will let you see why a particular ad was shown, block or report an ad, and manage your preferences for ad topics or advertisers.

The Business Case for the Change

The move isn’t entirely surprising. Meta — which acquired WhatsApp in 2014 for $16 billion — has been gradually building WhatsApp into something more than a free chat app.

Until now, most of WhatsApp’s revenue came from its Business Platform and “Click-to-WhatsApp” ads on Facebook and Instagram. These let businesses start conversations with potential customers via ads.

In April, Meta CEO Mark Zuckerberg said the WhatsApp Business Platform was showing “strong momentum.” But he made it clear the company wanted to squeeze more out of WhatsApp’s 2 billion+ users.

At a product briefing last week, Alice Newton Rex, VP of Product at WhatsApp, said enabling ads in the Updates tab was the “next natural evolution.” The business platform is already helping users find companies on WhatsApp — now ads will deepen that connection.

Plus, there’s a consumer demand. “That was what we were increasingly hearing from businesses,” Rex said.

WhatsApp isn’t alone in making this shift. Other messaging platforms are doing it too. Discord began running ads in 2024. Reddit, another social gathering place, turned a profit thanks to advertiser interest. Even apps known for community-first features are being pulled into the ad economy.

The economic backdrop also comes into play. With a wobbly global economy and unpredictable ad spend, platforms are hunting for new revenue streams. For Meta, 98% of its revenue came from advertising. So it makes sense that WhatsApp — which has long been seen as an untapped goldmine — is being brought in line.

For now, the ad experience on WhatsApp remains mild. But with Meta’s single-minded focus on advertising and increasing platform utility, many expect this is just the beginning.