Meta places ads on WhatsApp and launches exclusive content through subscription

Meta begins monetizing WhatsApp with in-app ads and a new paid content option.

The measure aims to open new revenue streams while the company makes a strong bet on artificial intelligence.

Where will ads appear on WhatsApp?

Ads will be shown in the "Updates" tab, a section that doesn't interfere with private chats. It's the space where Status lives, a kind of story that disappears over time.

According to Meta, this tab receives 1.5 billion daily visits, making it a key showcase for advertising.

Channels are also joining the game

Businesses and creators will be able to pay to highlight their channels within the Updates tab. These channels work as a message broadcast system to followers, similar to a newsletter.

Additionally, WhatsApp will add the option to offer exclusive subscription content within channels, aiming to generate direct revenue.

Meta is preparing a 10% commission for each subscription

For now, Meta doesn't keep any of the revenue collected, but later will apply a 10% commission on subscriptions sold. This was confirmed by Alice Newton Rex, WhatsApp's vice president of product.

This move aims to strengthen revenue while the company invests in long-term projects such as artificial intelligence.

WhatsApp as an advertising channel was already generating profits

Without direct ads, Meta was already billing billions by selling click-to-WhatsApp ads from Instagram and Facebook. These redirect users to chats with businesses within the app.

There are also companies that pay to contact customers who have agreed to receive messages via WhatsApp.

What about user privacy?

One of the longstanding concerns on WhatsApp is privacy. Messages remain end-to-end encrypted, and ads won't be shown in private conversations.

Meta assures that it won't use personal data from Facebook or Instagram to target on WhatsApp, unless the user has linked their accounts.