If you're an avid WhatsApp user, brace yourself—because the world’s most popular messaging app is evolving. We’re not just talking about a redesign or technical upgrade, but a strategic shift that goes beyond personal chats.
As of June 16, 2025, WhatsApp has rolled out a series of new features aimed at transforming the “Updates” tab into a dynamic space for discovery, monetization, and connection between brands, creators, and users. Meta has also made it clear that private chats will remain untouched.
Advertising is now being introduced in Statuses. This update has been expected for years, following internal testing. Despite WhatsApp being Meta’s crown jewel, it has lacked a clear advertising model—until now. With over 2 billion users scrolling through the Updates tab, WhatsApp has found the perfect way to introduce ads without disrupting private conversations.
These ads will appear between the Statuses you view, similar to what you see on Instagram or Facebook. But here’s the twist: if an ad catches your interest, you can start a direct conversation with the brand, without ever leaving the app.
Ads aren’t the only new feature. WhatsApp is also launching the option to subscribe to a channel for exclusive content. If you follow a media outlet, influencer, or brand, you can now pay a monthly fee to access additional posts.
A selection of content is still readily available for free, but those looking for more—more frequent posts, more value, or more personal interaction—can opt for the paid subscription model. As of now, pricing is set by individual admins. The feature is being tested with content creators, media outlets, and nonprofits.
A brand channel where subscribers get exclusive tips, limited-time offers, tutorials, or webinars—delivered straight to their WhatsApp presents a great opportunity for marketers. It opens up new possibilities for brands to build communities and offer added value.
To give visibility to this new ecosystem, WhatsApp has added channel promotion within the app as well.
Until now, discovering new channels has been a limited experience. Now, channel admins can pay to have their channels featured in the Explore section. This lets them reach new audiences grouped by country, language, or category.
This update reflects ad models on other social platforms. That being said, users often view WhatsApp as a more intimate space and may trust it more than others. If you can gain visibility on WhatsApp, you’re likely to forge deeper connections than on other platforms.
Source: WhatsApp
Given Meta’s history, all these changes have raised concerns about privacy. That being said, the brand has emphasized that these features were built with privacy as a priority.
Your messages, calls, and groups remain end-to-end encrypted, and your phone number isn’t shared with advertisers. Ad personalization only uses limited information like your approximate location, language, and the channels you follow. If you link your WhatsApp account to Meta via the Account Center, your ad preferences from other platforms can be applied here too.
While WhatsApp maintains that these updates are distinct and user-friendly, its model appears to be increasingly nearing that of the popular Asian messaging app, WeChat.
WeChat allows you to read the news, engage with brands, shop, pay, and now access exclusive content all from a single app. The key difference is that WhatsApp does all this without compromising the core experience: private chats remain ad-free and secure.
If you work in digital marketing, you can't afford to overlook what’s happening on WhatsApp. Keep in mind that with these new updates, you can:
Create a branded channel to share valuable, recurring content.
Offer a subscription model to engage your most loyal users.
Promote your channel to attract new followers in a high-engagement environment.
Launch ad campaigns in Status to generate qualified leads directly.
WhatsApp is no longer just a messaging app—it’s evolving into a relational marketing platform, blending closeness, privacy, and now monetization opportunities.
Brands that understand this new landscape and learn to engage respectfully and creatively will lead the next wave of conversational marketing.