WhatsApp drops no ads pledge to woo major brands

Meta is finally reneging on its pledge to never run advertising on WhatsApp, revealing plans to launch several new features, providing businesses with increased opportunities for “revenue generation”.

Over the coming months, Meta will aim to monetise the capabilities of WhatsApp’s “Updates” tab, which has traditionally allowed users to follow updates from companies, news outlets, and public figures.

There will soon be a new subscription model, too, designed to enable channel administrators to offer exclusive content to users for a recurring monthly charge.

Meta vice president for product management Nikila Srinivasan said: “This means channel owners will be able to share exclusive in-the-moment updates with their most engaged followers, and they’ll be able to earn money while doing so.”

While WhatsApp channels will remain free for users, administrators will have the option to introduce a monthly subscription fee within a specified range if they choose to utilise this new model, according to Meta.

Channels will also be able to enhance their visibility by purchasing ads or boosting their channel through Ads Manager.

The company said that businesses will have control over their ad expenditure based on their specific goals, similar to the advertising systems on Facebook and Instagram.

Businesses are already harnessing the messaging platform for customer services. A survey published in May found high street brands such as John Lewis, Next, B&Q and M&S are enhancing their customer service offerings through WhatsApp and chatbot integration.

Last month, the messaging platform launched its biggest marketing campaign to date, lauding its encryption services (pictured). The global push reminds over 3 billion monthly users how no one – not even WhatsApp – can see or hear users’ personal messages.

“Not Even WhatsApp” was created in partnership with West BBDO. The company insists it is a bold statement on privacy at a truly global scale.