Ad-free no more? WhatsApp brings in first major advertising features

Ads will appear in Updates tab, personal chats to remain untouched

- WASHINGTON

WhatsApp announced yesterday it will introduce its boldest advertising features yet, marking a significant shift for the messaging platform that has largely remained ad-free since its launch.

The move is a sensitive one for WhatsApp, whose chief firmly denied a report in 2023 that said the Meta-owned app was exploring advertisements as it sought to boost revenue.

Unlike Facebook, Instagram, and other social platforms, WhatsApp has maintained minimal advertising since Meta acquired it in 2014.

Users and regulators have kept a close watch on whether the social media giant would seek to monetise an app that was primarily used to chat with friends and family, and was appreciated for its privacy.

Until now, the platform’s advertising consisted primarily of WhatsApp Business promotional messages to opted-in customers and some limited Status ad testing in select markets.