WhatsApp to begin showing more adverts in its messaging app

WhatsApp is introducing three new ad features in a global  launch across the messaging app. The Meta-owned platform says the new ads will be excluded from the same place as people’s private chats, nor will the contents of their messages – which are encrypted – be used to determine ad visibility.

WhatsApp will rather use the country, city and language of the user, as well as how they engage with each other ads and the channels they subscribe to inform content recommendations . But individuals who have chosen to link their WhatsApp account to Facebook or Instagram will experience more tailored ads. The new ad features can be found in a section called Updates, which operates as a separate tab at the bottom of the app.

WhatsApp asserts having 1.5 billion users worldwide. Businesses with channels will have options to select to promote ads in the Updates section to gain new followers, and also require a subscription for access extra content.

WhatsApp will likely shift to a 10% commission of that fee, and there may also be extra costs has been added to the app store level according to the size of the company.

Firms will have the opportunity to promote their products on in the form of a status update, looks similar to an Instagram story and will link through to start a chat if clicked on. Social media expert Matt Navarra told the BBC that Meta is “laying the foundation for WhatsApp to finally become a monetisable platform at scale”.

But “monetising the periphery” of WhatsApp, while maintaining confidentiality  conservation, has its potential risk for the company, he added.

This could particularly be the case in markets like the UK and Europe, he said, where the app is viewed primarily as a messaging tool with less appetite for content feeds or adverts. He stated that “Any perception that the app is becoming noisy or Facebook-ified will spark backlash.”

‘Natural extension’ It’s no coincidence that the new features bring WhatsApp more in line with Meta’s other platforms Facebook and Instagram.

“Obviously there’s overlap,” said WhatsApp boss Will Cathcart.

“We have stories on Instagram and stories on WhatsApp, and we now have a way for businesses to promote themselves in both, and we think that’s a good thing.”

He said he thought the decision was a “natural extension of messaging services” and not has different characteristics than rival apps such as Snapchat and Telegram. In the view of Mr Navarra, is part of a larger movement in the social media landscape.

He emphasized that “The feed is dying, public sharing is down, people are retreating into DMs and Stories in small groups. Meta’s trying to turn WhatsApp into a platform without users realising it and if they move too fast or it starts to feel like another ad network, people might disengage or maybe worse, distrust the app.”

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