Lagos, Nigeria – June 16, 2025
In a move that signals a historic shift from its no-ads policy, Meta Platforms Inc., the parent company of WhatsApp, has officially introduced advertisements within the Updates tab of the popular messaging app. This development marks the first time WhatsApp, which boasts over three billion monthly users, will host paid content since its inception in 2009.
The new feature, which is currently being rolled out globally, will see sponsored posts appear in the Updates section where users view Statuses and follow Channels. Meta has, however, assured users that private messages, calls, and group chats will remain free of advertising and will continue to be protected by end-to-end encryption.
According to Meta, the introduction of ads is part of a broader plan to monetise WhatsApp while maintaining its commitment to user privacy. The ads will be targeted using limited and non-sensitive information such as the user’s location, device language, and the Channels they interact with. No personal message content will be accessed or used for ad targeting.
The company is also launching subscription-based Channels, allowing content creators and businesses to offer exclusive material to followers for a fee. For now, Meta is not taking a commission on these subscriptions, a move seen as an incentive to attract high-value creators and brands to the platform.
This shift comes after years of speculation and gradual commercial integration. Analysts believe that Meta is capitalising on the vast user base of WhatsApp to generate new revenue streams, especially as growth on other Meta-owned platforms like Facebook and Instagram stabilises. The Updates tab, used by around 1.5 billion people daily, has been identified as an ideal location for ads without disrupting the core messaging experience.
While the move is likely to be welcomed by advertisers and business users, it may trigger concern among privacy-conscious users who have long relied on WhatsApp for its simple, ad-free interface. However, Meta executives insist that the company has put strong guardrails in place to protect user data and preserve the integrity of personal communication.
Market response to the announcement has been positive, with Meta’s stock gaining nearly 3 percent on Monday, reflecting investor confidence in the company’s ability to unlock new commercial potential within WhatsApp.
As the rollout continues in phases, Nigerian users can expect to begin seeing ads in their Updates tab in the coming weeks. The introduction of monetised Channels and ad placements may herald a new era of content-driven engagement on WhatsApp, aligning the platform more closely with the broader Meta ecosystem.
