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What changes are coming to WhatsApp's advertising model?
On June 16, 2025, WhatsApp revealed that it will start incorporating advertising features in its Updates tab. This includes paid channel subscriptions and ads appearing in Status updates. This marks a major shift for WhatsApp, which has historically avoided ads since its acquisition by Meta in 2014.
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How will these updates affect user experience and privacy?
WhatsApp's vice president, Nikila Srinivasan, assured users that personal messages will remain private and will not be used for ad targeting. The ads will only appear after users scroll through their Status updates, similar to Instagram's model, aiming to maintain a balance between monetization and user trust.
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What are the potential implications for businesses using WhatsApp?
With the introduction of ads, businesses may find new opportunities for advertising and reaching their audience through WhatsApp. This could enhance their marketing strategies, but they will need to adapt to the new advertising landscape within the app.
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Will WhatsApp users be targeted based on their personal data?
No, WhatsApp has confirmed that it will not use personally identifiable data for ad targeting. This decision is part of their strategy to ensure user privacy while still exploring monetization options.
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How does this compare to other social media platforms?
WhatsApp's new advertising features are similar to those on platforms like Instagram, where ads appear in a user's feed after scrolling through content. This approach allows WhatsApp to leverage its vast user base while maintaining a familiar user experience.
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What should users expect moving forward?
As WhatsApp rolls out these new features, users can expect to see ads in the Updates tab. The company aims to ensure that these changes do not compromise the user experience or privacy, but users should stay informed about how these updates may evolve.