Meta recently announced that WhatsApp, previously one of the last platforms without direct advertising, will start showing ads in the app by 2025. The ad spaces will be placed in the Status tab and in the Channels feed, along with the introduction of paid subscription content as part of a new monetization strategy.
This update marks a significant shift in the app’s positioning, which historically operated as an environment focused on private and direct messaging. With the update, WhatsApp more clearly integrates into Meta’s advertising ecosystem, alongside Facebook and Instagram, now offering a new inventory that combines scale, frequency, and reach.
According to Bruno Almeida, CEO of US Media, a leading media solutions hub in the Americas, this move represents an expected and natural step, as in our view, all apps will have ads at some point or another – now it’s WhatsApp’s turn. “The company is activating a new monetization model that combines native ad formats with content subscriptions in channels. It’s a natural step within the logic of expanding the platform’s commercial possibilities,” evaluates the executive.
Challenge: maintaining the user experienceWhile there is an opportunity for advertisers, the challenge lies in balancing monetization and the user experience. According to Bruno Almeida, the nature of WhatsApp demands more caution than other social networks.
“WhatsApp operates on a logic of intimate, personalized attention and without noise. This means that simply transposing formats used on other platforms may not work here. It will be necessary to think about relevance, utility, and timing with even more care,” he explains.
Meta intends to start testing the new formats later this year. Ads will not appear in private conversations, preserving the essence of the application, but will be present in more public areas of the app, such as Channels, a feature launched in 2023 and currently used by brands, creators, and media outlets.
In addition to ads, the platform will also offer subscription channels, allowing creators to offer exclusive content for a fee. The proposal aligns with the global trend of revenue diversification through paid content, also seen on platforms like YouTube and Telegram.
Opportunity for brands – as long as done responsibly For brands, WhatsApp represents a new gateway to connect directly and personally with the public, but without losing sight of the channel’s sensitive nature.
“The success of this new phase will depend on advertisers’ ability to integrate organically into the environment. People do not want to be interrupted; they want to be informed, helped, surprised in a relevant way. The secret will be to create messages that make sense within people’s routine,” concludes Bruno Almeida.
With over 2 billion active users worldwide, and approximately 150 million in Brazil alone, WhatsApp solidifies its position as one of the most powerful platforms in terms of reach and engagement. Now, it also enters the strategic digital media radar of brands.
At the same time that there is an opportunity for brands and advertisers, there is a significant risk – buying concentration in a single player.
