Meta monetizes WhatsApp with status ads and premium channels

More than a decade after acquiring WhatsApp for USD19 billion, Meta is taking a major step toward monetizing the world’s most popular messaging platform by introducing ads directly within the app.

Meta announced on Monday that it will begin running “status ads” within WhatsApp’s Updates tab, a space launched in 2023 for sharing temporary stories and information—similar to Instagram Stories. These ads will allow businesses to prompt users to engage via direct messaging on the platform, reinforcing CEO Mark Zuckerberg’s vision of making WhatsApp the “next chapter” in Meta’s business evolution.

Additionally, Meta will monetize WhatsApp’s Channels feature, which allows users and organizations to send broadcast messages to followers. Monetization will occur through search ads and monthly subscription fees for exclusive content. While Meta will not immediately take a cut of these subscription fees, the company confirmed plans to collect a 10 percent commission in the near future.

This change marks a sharp departure from WhatsApp’s founding ethos. The app’s creators, Jan Koum and Brian Acton, were famously opposed to advertising and left Meta after disagreements with executives pushing for its inclusion. Until now, WhatsApp had remained the only major Meta platform, alongside Facebook, Instagram, and more recently Threads—without ads.

Meta has already integrated WhatsApp into its broader business model through click-to-message ads on Facebook and Instagram, which redirect users to WhatsApp for customer engagement. Zuckerberg recently described this as the “next pillar” of Meta’s revenue. WhatsApp now boasts over 3 billion monthly users, including more than 100 million in the U.S., according to Meta.

With native advertising, businesses can now engage users directly within WhatsApp itself. The status ads will not appear in personal chats or calls, which remain end-to-end encrypted, but only within the Updates tab—designed to minimize user disruption.

Meta’s Head of Business Messaging Product, Nikila Srinivasan, emphasized that the company will use only “very basic information” to serve ads, such as a user’s location, device type, language, and interaction data, including who they follow or engage with.

Further monetization strategies include allowing Channel administrators to pay for better visibility through WhatsApp’s directory search and enabling them to charge users for premium updates. These features closely mirror models already in use on Apple’s App Store and Google Play.

Although Meta does not disclose WhatsApp’s specific financials, analysts estimate it currently generates between USD500 million and USD1 billion annually through tools and services for business users.

Zuckerberg has previously said that messaging between brands and customers should become a foundational revenue stream for Meta. This latest announcement underscores the company’s commitment to realizing that vision—without compromising WhatsApp’s core user experience. “We really believe that the Updates tab is the right place for these new features,” Srinivasan said, assuring users that personal privacy remains a top priority.