WhatsApp will soon start to show ads to users. Here’s an overview of what’s changing and how brands can capitalise.
Still struggling to reach all your potential customers? Engagement rates lower than you’d like? Competitors eating into your conversion rates? Don’t worry, Meta has some good news. From now on, advertisers across most of the world (Europe is excluded for now) will be able to run ads on WhatsApp, the messaging app that’s practically everywhere in countries like the UK, India, and Brazil.
Advertising on WhatsApp might seem odd at first; after all, it’s always been a private messaging platform. But from a commercial standpoint, the advantages are clear, especially for brands already established in the Meta ecosystem (such as Facebook and Instagram). Here’s why it matters:
- Massive reach and daily use: WhatsApp has over 2.7 billion active users globally, making it the most widely used messaging app in many countries. That means enormous reach and daily exposure.
- A highly engaged audience: Ads shown in the Status and Channels tabs appear where users are already consuming content. Attention rates tend to be higher here than in traditional feeds, which are often overcrowded.
- Meta-powered targeting: Although ad content won’t rely on private messages, the targeting system uses data from Facebook and Instagram to build highly segmented audiences, making ads more relevant and effective.
- Conversation-first format: Ads can include call-to-action buttons that trigger a WhatsApp conversation. That’s a goldmine for businesses looking to generate leads, offer support, or even close sales directly in the app.
- Lower noise (for now): Since the feature is new, there’s less competition for attention, which may result in lower CPMs and higher ROI in these early stages.
If your business is already advertising on Facebook or Instagram, using WhatsApp as an extension could boost your conversion rates, especially for campaigns focused on customer interaction or direct support.
What’s Changing: An Overview of WhatsApp’s Ad Plans
According to Meta, these ads will appear exclusively in the “Updates” tab, which includes Status and Channels, areas where users already engage with public content. Private one-to-one and group chats will remain completely free from advertising, preserving the core experience most people associate with WhatsApp.
Status on WhatsApp is a feature that allows users to share temporary updates, similar to Instagram Stories or Facebook Stories. These updates can include photos, videos, GIFs, text, or links, and they disappear automatically after 24 hours. You can customise who sees your Status, and you can view who has seen yours. It’s a more casual, short-form way of sharing moments without sending them directly in a message.
For users, it’s a space to share things like travel snaps, announcements, or jokes with their contacts. For businesses, it can be used to showcase products, promote offers, or build brand presence in a more informal, visual way.
Targeting for these ads will rely on limited, non-sensitive data such as a user’s country, language settings, followed Channels, and basic interaction history. If a user links their account via Meta’s Account Center, preferences and behaviour from Facebook and Instagram may also inform ad targeting. However, Zuckerberg’s company has stated that under no circumstances will the content of personal messages, phone numbers, or call logs be used to serve ads. All messages remain end-to-end encrypted.
Beyond these display ads, Channel administrators will be able to pay to promote their Channels so they appear more prominently in search and discovery results. Additionally, Meta is experimenting with Channel subscriptions, which would allow users to pay for exclusive content. The American company would take a cut of 10% of this revenue.
The rollout began around mid-June 2025 and is gradually expanding across eligible countries. Notably, users in Europe (including the UK) will not see these ads until at least 2026, due to ongoing regulatory restrictions under GDPR and decisions by regional data protection authorities.
How Businesses Can Use WhatsApp Ads to Their Advantage
WhatsApp has long been known as a private messaging platform, but its role in digital communication has evolved dramatically over the past few years. Now, with the introduction of ads in the Updates tab, it’s finally becoming a fully-fledged marketing channel.
Updates may not seem especially popular in the UK, but globally, the picture is vastly different. According to WhatsApp’s own blog, the Updates tab attracts 1.5 billion visits every single day. That’s an enormous, global audience actively engaging with content, spanning different age groups and covering both personal and professional use cases. For brands, it’s an opportunity to appear in a space where users are already switched on and paying attention.
Naturally, there may be some hesitation. Some critics fear that users could leave. But realistically, most people won’t. WhatsApp is so dominant in dozens of countries that it’s become a utility. People are unlikely to stop using it just because ads now exist in a non-intrusive corner of the app.
For early adopters, this is a chance to get ahead while others wait and see. With lower competition in the initial phase, brands can benefit from better performance at a lower cost. WhatsApp users are highly engaged, often opening the app dozens of times a day. In many countries, it is the primary means of communication. Ads will appear in a relatively uncluttered space, meaning viewers won’t yet have developed ad fatigue in the way they have on Facebook or Instagram.
Tips for Early Success
To make the most of WhatsApp’s new advertising capabilities, brands should approach the format with a mix of strategic targeting and creative finesse. Here are a few practical tips to get started:
- Keep it visual and native: Use vertical formats, punchy visuals, and minimal text, just like you would on Instagram Stories.
- Lead with value: Capture attention quickly by offering something useful, such as a discount, a helpful tip, or a timely reminder. Avoid vague branding. Get straight to the point.
- Use strong, direct CTAs: Whether it’s “Message us now” or “See today’s offer,” your call-to-action should encourage users to start a WhatsApp chat.
- Leverage Meta’s ecosystem: Sync campaigns across Facebook and Instagram to reuse audience insights, creative assets, and tracking strategies.
- Segment smartly: Use Meta’s targeting tools to reach specific demographics, interests, or behaviours.
- Test early while competition is low: As an early adopter, you’ll face less competition for user attention. Take advantage of lower CPMs and refine your approach before the format becomes crowded.
- Think beyond the click: Plan for what happens after someone engages. This could be an automated reply, a product catalogue, or live customer support.
Whatever you do, remember: This is WhatsApp’s shift from a private messaging app to a full-scale marketing platform. The brands that move more quickly stand to gain the most.