Highlights

• WhatsApp is introducing ads in Status, paid Channel subscriptions and promoted Channels, all limited to the Updates tab.
• Chats, calls, and groups remain ad-free and end-to-end encrypted with no disruption to user privacy or experience.
• These features will begin launching over the next few months on Android and iOS with a strong focus on transparency and control.

Caption – WhatsApp announces new updates to include ads in the Updates Tab. (Image credit – Meta)

WhatsApp is bringing some major changes to its Updates tab, which includes subscriptions, promotions and ads in both Status and Channels. But let’s not misunderstand, because contrary to how it sounds, WhatsApp is promising to keep ads away from your personal chats. This means there will be no change in how you use WhatsApp to connect with friends and loved ones.

Meta, which owns WhatsApp, says this tab has been reshaped over the last couple of years to help users discover fresh content and it’s now used by 1.5 billion people every day.

Announcing the changes in a Newsroom post, Meta wrote, “We’ve been talking for years about how to build a business on WhatsApp in a way that doesn’t interrupt personal chats, and we believe the Updates tab is the right place to introduce that. [….] Now the Updates tab is going to be able to help Channel admins, organizations and businesses build and grow.”

What’s New in the Updates Tab

Paid Channel Subscriptions – You can now subscribe to your favourite Channels by paying a monthly fee. In return, you’ll get exclusive updates and content directly from those Channels.

Promoted Channels – WhatsApp is making it easier to discover new Channels. You’ll see recommendations in the Channel directory, and admins will have better tools to boost their reach and visibility.

Ads in Status – WhatsApp will start showing ads inside the Status section. You’ll also be able to message businesses directly about the promoted products or services. These ads will not appear in your private chats.

It’s important to note that all these changes are limited to the Updates tab. Your personal chats, group messages, and calls will remain completely unchanged.

Focus on Privacy

WhatsApp says that these new features have been designed with privacy at the core. Here’s how they’re keeping things secure –

• All private messages, calls, and group chats are end-to-end encrypted, so even WhatsApp can’t see or hear them.
• Ads are shown based on limited info like your location (city/country), language, Channels you follow, and how you interact with ads.
• If you’ve linked your WhatsApp to Meta’s Accounts Centre, some ad preferences and data from other Meta apps may be used.
• Your phone number is never shared or sold, and private chats don’t affect the ads you see.

WhatsApp says it has been planning a business model that doesn’t interfere with personal messaging, and sees the Updates tab as the right place for these kinds of tools.

When Will You Get It?

These features will start rolling out globally on both Android and iOS over the next couple of months.

FAQs

Q1. What new monetisation features is WhatsApp introducing in the Updates tab?

Answer. WhatsApp is adding paid Channel subscriptions, promoted Channels, and ads in the Status section, all while keeping personal chats ad-free.

Q2. Will these changes affect personal chats or privacy on WhatsApp?

Answer. No. Personal chats, group messages, and calls remain end-to-end encrypted and will not show any ads or be affected by these updates.

Q3. When will the new WhatsApp features in the Updates tab roll out to users?

Answer. These features will begin rolling out globally over the next few months on both Android and iOS platforms.

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