WhatsApp announced on Monday that the app would begin displaying advertisements as part of Meta Platforms’ strategy to generate new revenue streams by utilizing its extensive user base. The ads will appear exclusively in the app’s Updates section, which is accessed by as many as 1.5 billion users daily. Notably, these advertisements will not intrude into the areas where personal chats are held, developers assured.
In a blog post, WhatsApp emphasized, “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.” This move marks a significant shift from the original vision of the platform’s founders, Jan Koum and Brian Acton, who originally committed to keeping WhatsApp ad-free when it was launched in 2009.
After Facebook acquired WhatsApp in 2014, both founders exited the company a few years later. Since then, Meta Platforms Inc., the parent company, has continuously explored ways to derive revenue from WhatsApp.
The introduction of ads will target users based on factors like age, geographical location, language preferences, the channels they subscribe to within the app, and their interactions with the ads. However, WhatsApp clarified that personal messages, calls, and group memberships will not be used for ad targeting purposes.
This advertising initiative is among three new features unveiled by WhatsApp as the company endeavors to monetize its vast user network. Additionally, channels on the app will have the option to charge users a monthly fee for subscriptions, providing exclusive updates. Business owners, on the other hand, will have the possibility to pay for promoting their channels to increase visibility among new users.
Meta’s main revenue source is advertising, which predominantly contributed to their income. In 2025, the company’s headquarters in Menlo Park, California, achieved a revenue total of $164.5 billion, with $160.6 billion stemming from advertising activities.