Charles Esther
On June 16, 2025, Meta confirmed that WhatsApp will begin introducing ads in the Updates tab over the coming months.
This marks a major change in the platform’s history, as WhatsApp had long claimed to be free from ad-based monetization.
The company insists that no personal chats, calls, or group content will be used to target these new ads.
Despite these promises, privacy experts are sounding the alarm, warning users that their private messaging experience may be at risk.
The new advertising rollout will reportedly focus on Status updates and Channels within the Updates tab.
What the New WhatsApp Ads Will Look Like
Contrary to earlier rumors about in-feed ads, Meta has clarified that WhatsApp ads will not interrupt personal conversations.
Instead, they will appear only within the Updates tab, which includes Channels and Status features.
Status posts are similar to Instagram Stories, while Channels allow users to follow content from public figures, brands, and organizations.
In addition to ads, two new tools are being added: Promoted Channels and Channel Subscriptions.
Promoted Channels will recommend content based on user interests, while Ads in Status will allow businesses to showcase products or services.
Meta’s Promise of Privacy-Focused Ads
Meta claims that the advertising rollout is designed with privacy in mind.
According to WhatsApp, personal messages, calls, and statuses will remain fully end-to-end encrypted.
Ad targeting will instead use general data like country, city, language settings, and engagement with public content.
Users who link WhatsApp to their Meta Accounts Center will also allow ads to reflect preferences from Facebook and Instagram.
Meta insists that it will never sell or share users’ phone numbers with advertisers.
Privacy Experts Warn of Future Data Exploitation
Not all observers are convinced by Meta’s statements.
Marijus Briedis, CTO of NordVPN, warned that adding ads to messaging platforms can lead to more invasive data collection over time.
He emphasized that Meta’s business model relies heavily on user data, and this could conflict with WhatsApp’s privacy-first image.
“Advertising in messaging apps often marks the beginning of deeper surveillance,” Briedis explained.
He advised privacy-conscious users to begin exploring secure alternatives immediately.
Critics Say the Move May Violate European Privacy Laws
Some critics believe the plan may not comply with privacy regulations in the European Union.
Austria-based privacy group Noyb has suggested that Meta’s new strategy could breach GDPR and the Digital Markets Act.
They point to a lack of freely given consent for ad targeting as a major legal issue.
Max Scherm, chairman of Noyb, accused Meta of using a “Pay or Okay” approach similar to its tactics on Facebook and Instagram.
He also warned that Meta may face legal action if WhatsApp follows the same path without clear user consent.
WhatsApp Responds to Backlash and Legal Threats
In response to public criticism and legal threats, WhatsApp has defended its approach.
A spokesperson stated that casual users will notice no difference in their chat experience.
They emphasized that ads are confined to the Updates tab and won’t interfere with private communications.
Meta also disputed Noyb’s claims, arguing that the company has taken deliberate steps to comply with global privacy laws.
They maintain that placing ads in a separate section aligns with both user expectations and legal requirements.
Signal and Other Private Messaging Alternatives See Renewed Support
With WhatsApp shifting its business model, privacy advocates are urging users to seek alternatives.
Services like Signal, Session, and Threema offer ad-free messaging with full encryption and minimal data retention.
Unlike WhatsApp, these platforms also encrypt metadata, making it harder for third parties to infer message patterns or contacts.
Signal posted on social media, reassuring users of their commitment to privacy and their refusal to follow Meta’s lead.
“If you’re uncomfortable being tracked, you do have options,” said Briedis.
Conclusion: The Future of Messaging and Monetization
The introduction of WhatsApp ads could signal a turning point for private messaging.
Meta insists the experience will remain respectful of user privacy, but not everyone is convinced.
With growing concerns about surveillance and data monetization, the appeal of secure, independent messaging platforms is likely to increase.
As the ad rollout continues, users will be watching closely to see whether privacy or profits win out in the end.
For now, WhatsApp remains a convenient and free messaging service—but users concerned about privacy should stay informed and consider alternatives.
