The news: WhatsApp will launch advertisements, its first direct ad revenue generation since its 2014 acquisition, it announced at Cannes Lions 2025. Ads will only show up in the Updates tab's Status feature, a format similar to Instagram Stories where users can share videos, images, and disappearing messages.

Meta also plans to monetize WhatsApp channels through sponsored search placements and optional paid subscriptions. Like App Store ads, channel admins can now promote their channels in search results. They can also offer monthly subscriptions for exclusive content, with Meta eventually taking a 10% cut. These changes bring WhatsApp closer to platforms like Instagram, YouTube, and Twitch, which already offer monetization tools for creators.

The privacy imperative: Privacy has always been central to WhatsApp’s identity, and Meta is working hard to reassure users it won’t compromise that—especially as competitors like X attempt to make encrypted messaging a selling point.

• Unless a user links their Meta accounts through the Accounts Center, ad targeting will only use the following limited data: location, language, device type, and WhatsApp interactions.
• Ads won't show up in private chats, groups, or calls, which are end-to-end encrypted, Meta stressed.
• Meta highlights its opt-in controls for ad personalization and assures users that it will not sell or share their phone numbers.

Zooming out: This action is in line with Meta's overarching strategy of making money off of new platforms throughout its ecosystem, including creator tools, Threads, and channels.

Why it matters: WhatsApp is a big part of Meta’s ecosystem that doesn’t get talked about because of its lack of ads—but its economic impact is huge nonetheless.

• CEO Mark Zuckerberg has referred to messaging as "the next pillar" of Meta's operations, pointing out that WhatsApp now has over 3 billion monthly users, including over 100 million in the US.
• Click-to-message ads on Facebook and Instagram that direct users to WhatsApp for business engagement already bring in billions of dollars for the company.