Meta recently announced that WhatsApp, until then one of the last platforms without direct advertising, will begin displaying ads within the app in 2025. The spaces will be inserted in the tab ofStatusand in the feed ofChannels, in addition to the introduction of paid subscription content, as part of a new monetization strategy.
The novelty marks a significant change in the app's positioning, which has historically operated as a space focused on private and direct message exchanges. With the update, WhatsApp now more 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 ofUS Media, the leading media solutions hub in the Americas, the move represents a expected and natural step, since in our thinking, all apps will have ads at some point or another – now is the time for WhatsApp. "The company activates a new monetization model that combines native format media with content subscriptions on the channels. It is a natural step within the logic of expanding the platform's commercial possibilities," evaluates the executive.
Desafio: manter a experiência do usuárioDespite the opportunity for advertisers, the challenge lies in how to balance monetization and user experience. For Bruno Almeida, the nature of WhatsApp requires more caution than other social networks.
"WhatsApp operates on a logic of intimate, personalized, and noise-free attention. This means that simply transferring formats used on other platforms may not work here. It will be necessary to think even more carefully about relevance, usefulness, and timing," he explains.
Meta intends to start testing the new formats later this year. The ads will not appear in private conversations, preserving the app's core, but will be present in more public areas of the app, such as theChannels, resource launched in 2023 and now used by brands, creators, and media outlets.
In addition to ads, the platform will also offer subscription channels, allowing creators to provide exclusive content for a fee. The proposal aligns with the global movement of diversifying revenue through paid content, as seen in platforms like YouTube and Telegram.
Opportunity for brands — as long as with responsibilityFor brands, WhatsApp represents a new entry point to connect with the audience in a direct and personalized way, but without losing sight of the sensitive nature of the channel.
"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, and pleasantly surprised in a relevant way. The secret will be to create messages that make sense within people's routines," concludes Bruno Almeida.
With over 2 billion active users worldwide and around 150 million in Brazil alone, WhatsApp is consolidating itself as one of the most powerful platforms in reach and engagement. Now, it also enters the digital media strategic radar of the brands.
At the same time that there is an opportunity for brands and advertisers, there is a significant risk – the concentration of purchasing power in a single player.
