Meta recently announced that WhatsApp, until now one of the last platforms without direct advertising, will start displaying ads in the app by 2025. The ad spaces will be inserted in the Status tab and in the Channels feed, alongside the introduction of subscription-based paid content, as part of a new monetization strategy.
This news marks a significant shift in the app’s positioning, which historically operated as an environment focused on private and direct messaging. With this update, WhatsApp now clearly integrates into Meta’s advertising ecosystem alongside Facebook and Instagram, offering a new inventory that combines scale, frequency, and penetration.
For 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—now it’s WhatsApp’s turn. ‘The company is activating a new monetization model combining 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 experienceDespite the opportunity for advertisers, the challenge lies in balancing monetization and user experience. For Bruno Almeida, WhatsApp’s nature requires more caution than other social networks.
‘WhatsApp operates on a logic of intimate, personalized, and noise-free attention. This means that simply transposing formats used on other platforms might not work here. It will be necessary to think about relevance, utility, and timing with even greater care,’ he explains.
Meta intends to begin testing the new formats later this year. The ads will not appear in private conversations, preserving the app’s essence, but they will be present in more public areas, such as the Channels feature, launched in 2023 and now used by brands, creators, and media outlets.
In addition to ads, the platform will also offer subscription-based channels, allowing creators to provide exclusive content for a fee. This proposal aligns with the global movement of revenue diversification through paid content, also seen on platforms like YouTube and Telegram.
Opportunity for brands—but with responsibilityFor brands, WhatsApp represents a new gateway to connect with audiences directly and personally while keeping in mind the sensitive nature of the channel.
‘The success of this new phase will depend on advertisers’ ability to integrate organically into the environment. People don’t want to be interrupted—they want to be informed, helped, or pleasantly surprised in a relevant way. The secret will be crafting messages that make sense in people’s daily routines,’ concludes Bruno Almeida.
With over 2 billion active users worldwide, and around 150 million in Brazil alone, WhatsApp has established itself as one of the most powerful platforms in terms of reach and engagement. Now, it also enters the strategic radar of brands’ digital media plans.
While there is an opportunity for brands and advertisers, there is also a significant risk—the concentration of ad buying in a single player.
