They said there would never be advertising on WhatsApp. Even after the company bought Facebook, it seemed that this would still be the case. However, everything seems to indicate that WhatsApp might be planning to introduce, if not advertising, then some kind of sponsored section. For example, it could be a service where companies target users. "official announcements" WhatsApp's actions could be just the beginning of this.
WhatsApp, "official announcements" and advertising
Just yesterday we mentioned that WhatsApp's "official announcements" could be coming to the app very soon. This doesn't actually refer to advertising, but rather to the fact that the app will be able to communicate with us directly through in-app conversations. Now we can see what that might look like. the section interface in which we would see the different conversations, and we find that one of these conversations would be precisely the one coming from WhatsApp, with a certification icon.
This move fits into a broader monetization plan: WhatsApp has been introducing promotional content in non-intrusive areas, such as the tab What's New (Updates)which groups States and Channels. The company insists that the personal and group chats They will not show ads.preserving the messaging experience.
- Ads in StatesSimilar to Instagram or Facebook stories, they are interspersed with your contacts' posts and can be skipped with a tap.
- Promoted ChannelsThey appear highlighted in the directory and channel explorer for Increase visibility in exchange for payment.
- Channel SubscriptionsSome channels may offer exclusive content through a monthly fee, an additional monetization avenue for creators and organizations.
Furthermore, Meta combines this strategy with WhatsApp click campaigns on Facebook and Instagram (the "Send message" button) that lead to a direct conversation, differentiating between advertising within News Feed and external ads that open WhatsApp.
What does this leave us?
While this is all just speculation and a conclusion we've reached—not definitive, not even a rumor—the fact that WhatsApp requires a certification logo next to an account suggests that more accounts like this could exist in the future. In other words, more accounts could communicate with us after being certified. Accounts from different brands or companies, which would reach us via WhatsApp.
Is this advertising? It doesn't have to be. The communication could be different. It could be communication that serves to ask for... technical help about a product we've purchased, for example. These would probably only be communications we'd previously approved, but it still seems that WhatsApp's future lies in companies being able to contact us through the app, provided, of course, that pay money to the app. We'll see if that's the case or not. The first step, of course, is for WhatsApp to use its own app for its official communications, but this could just be a pilot test of what's to come.
With the rollout of New Features, the platform sets clear limits: Ads don't invade chatsThey focus on States and Channels, and prioritize utility (discovering channels, initiating a business inquiry, or gathering information). The use of verified account seal It provides confidence for transactional communications, support, and relevant notifications.
Privacy: what data is used and what data is not
WhatsApp points out that the personal messages, calls, and statuses They remain end-to-end encrypted. This means that the content of your conversations is not used to personalize ads or is accessible to third parties.
To display advertising in States and Channels, the app uses limited information such as your country or city, device language, the channels you follow, and how you interact with ads (for example, by clicking on a link). Your data is not shared or sold. phone number to advertisers.
If you link WhatsApp to Meta Account CenterYour ad preferences and information from your other accounts (Facebook, Instagram, or Threads) may be used for more precise targeting. This option is optional and can be managed in your account settings.
In regions with strict regulations, such as the European Union, privacy advocacy organizations have shown concern about data cross-referencing and consent models. The viability of certain advertising practices will depend on compliance with frameworks such as the GDPR and the DMA, and on the existence of clear and verifiable consent.
Where they appear and how they affect you
Ads and subscriptions are located in the News Feed tab, separate from your inbox. There you'll find Status updates, the Channels directory, and featured recommendations. If you only use WhatsApp to chat with friends and family, your experience doesn't change when opening the app.
In the United States, the ads are intercalate with posts from your contacts and may include a button to start a conversation with the company. In Channels, you'll see promoted channels in prominent positions in the explorer. Subscriptions allow creators and organizations to offer premium updates.
What does this mean for businesses?
For businesses, brands, and media outlets, WhatsApp is evolving from just a customer service channel to a discovery ecosystemBusinesses can gain reach with Promoted Channels, activate loyal audiences with subscriptions, and direct conversations from Status ads to frictionless chat.
Outside of the app, Facebook and Instagram ads with a "Send Message" button allow interested people to initiate a chat on WhatsApp Instantly. It's a streamlined alternative to forms, reduces abandonment, and accelerates lead qualification, especially when combined with automation tools and WhatsApp Business.
Risks, debate, and user control
The debate revolves around equilibrium Between monetization and user experience, WhatsApp is concentrating advertising in the News Feed to minimize inconvenience, but users should retain control: managing followed channels, reviewing preferences in the Account Center, and deciding whether to interact with ads or subscriptions.
Privacy groups have questioned choice models of the type "pay or okay" and the possible data linking between platforms, warning that they may take action if the regulations are not respected. There are also users who prefer privacy-focused alternatives. In any case, development will depend on practical implementation and the regulatory framework of each country.
The platform's focus is on maintaining the ad-free chats and move the promoted content to a separate area with user control. If this boundary is maintained and data transparency is upheld, WhatsApp can open a new business avenue without breaking its promise of private messaging.
