What: WhatsApp introduces its first major advertising features within the Updates tab, including paid channel subscriptions and promoted channels, while maintaining ad-free personal messaging.

Why it is important: This strategic move reflects the growing convergence of messaging platforms and retail marketing, as businesses seek new channels to engage with over two billion monthly active users while respecting privacy concerns.

WhatsApp's introduction of advertising features marks a significant evolution for the messaging platform, carefully balancing monetisation with user privacy. The new features will be exclusively implemented within the Updates tab, which serves 1.5 billion daily users through Channels and Status features. This strategic approach includes three key monetisation elements: paid channel subscriptions, promoted channels in the Discovery directory, and advertisements within Status. Meta has emphasised that personal messaging will remain ad-free and end-to-end encrypted, with Vice President Nikila Srinivasan confirming that phone numbers won't be sold or shared with advertisers. The platform's targeting will rely on basic information such as country, city, device language, and Updates tab activity. This cautious approach follows earlier denials of advertising plans in 2023, reflecting the platform's careful navigation between revenue generation and user trust. The features will be gradually rolled out over several months, allowing for careful implementation and user adaptation.

IADS Notes: WhatsApp's advertising launch in June 2025 comes amid significant shifts in retail messaging strategy. This development aligns with trends identified in October 2024, when luxury brands like Loewe and Tommy Hilfiger began using WhatsApp for direct customer interaction . The move follows broader industry transformation in social commerce, with platforms like TikTok achieving remarkable success in retail integration . The timing is particularly significant as social and e-commerce channels now drive more than 50% of sales in certain sectors , demonstrating the growing importance of messaging platforms in retail strategy. This evolution in business messaging reflects retailers' increasing focus on creating seamless communication channels while maintaining customer privacy and trust.

WhatsApp introduces first major advertising features