If you’re one of the billions who rely on WhatsApp to keep in touch with friends, family, and even the odd group chat with the grandkids, brace yourself.
Your messages are about to get a makeover—and not everyone’s going to be thrilled.
For the first time in its history, WhatsApp is rolling out advertisements across all devices, marking a dramatic shift from its original ‘no ads, no games, no gimmicks’ promise.
A new era for WhatsApp: Why the change?
Let’s rewind for a moment. When WhatsApp launched, co-founder Brian Acton was adamant: the app would be a sanctuary from the noise of the internet.
No ads, no distractions—just simple, secure messaging. Even after Meta (formerly Facebook) snapped up WhatsApp for a jaw-dropping $19 billion in 2014, the company held firm.
As recently as last year, WhatsApp’s boss Will Cathcart was still denying rumours of ads, telling the Financial Times, ‘False. We aren’t doing this.’
But times—and business models—change. With WhatsApp now boasting a staggering 2.8 billion monthly users worldwide (that’s more than a third of the planet!), Meta is looking for new ways to turn all those eyeballs into revenue.
Enter: advertising.
Where will the ads appear?
Before you panic about pop-ups in your private chats, here’s the good news: WhatsApp says ads won’t invade your one-on-one conversations.
Instead, they’ll show up in the ‘Status’ section under the ‘Updates’ tab—a space many users visit to see friends’ photos, videos, and updates that disappear after 24 hours (think of it as WhatsApp’s answer to Instagram Stories).
According to Nikila Srinivasan, WhatsApp’s vice-president of business messaging, this was a ‘longtime request from businesses’ who wanted a way to reach users without intruding on personal chats.
‘If you never come to this tab, you won’t see [advertising],’ she reassures.
But with 1.5 billion people checking the Updates tab daily, it’s clear this is no small change. WhatsApp’s Status feature is now the world’s most-used ‘stories’ product—even outpacing Instagram and Facebook Stories.
What about privacy?
WhatsApp is keen to stress that your messages will remain end-to-end encrypted. That means only you and the person you’re chatting with can read what’s sent—not even WhatsApp itself can peek in.
However, some user information (like your location, language, and which channels you follow) will be used to tailor the ads you see.
For those who value privacy, this is a crucial distinction. While your conversations stay private, your activity in the Updates tab will help advertisers decide what to show you.
It’s a trade-off that’s become all too familiar in the digital age.
More than just ads: Other changes coming to WhatsApp
The ad rollout isn’t the only update on the horizon. WhatsApp is also introducing paid subscriptions for creator channels, and some channels will be able to pay to promote their content.
This means you might start seeing more sponsored posts from businesses, influencers, or even your favourite local café.
And if you’ve noticed new features popping up lately, you’re not alone. In April, Meta introduced an AI chatbot icon for British users, allowing you to ask questions, get recipe ideas, or even check the footy scores—all within WhatsApp.
While some users love the convenience, others have been less than impressed, with a vocal minority threatening to ditch the app altogether.
How does WhatsApp stack up against the competition?
While WhatsApp dominates globally, it still trails Apple’s iMessage in the US, where iMessage boasts 1.8 billion active devices compared to WhatsApp’s 100 million users.
But in Australia, WhatsApp remains a go-to for many, especially for keeping in touch with family overseas or managing group chats.
What does this mean for you?
For most users, the core WhatsApp experience—private, encrypted messaging—won’t change. But if you’re a regular in the Updates tab, expect to see more ads and sponsored content in the coming months. For some, it’s a small price to pay for a free service.
For others, it’s a worrying sign that even our most private digital spaces aren’t immune from the reach of advertisers.
Your turn: How do you feel about ads in WhatsApp?
Are you unfazed by the changes, or does the thought of ads in your messaging app make you want to jump ship? Have you already noticed new features or updates you love (or loathe)? We’d love to hear your thoughts and experiences—especially if you’ve found clever ways to keep your digital life ad-free.
Share your comments below and let’s get the conversation started!
Also read: Is this innocent-looking WhatsApp text about to cost you thousands? Parents warned of costly scam!
