Meta is set to introduce WhatsApp ads and subscriptions. This marks a significant shift in the platform’s monetisation strategy. The changes will impact both business accounts and potentially regular users. New options for advertising and premium services are on the horizon.
Ads in the App
WhatsApp confirmed that it is testing ads in the Status and Channels tabs. This allows businesses to reach audiences within the app for the first time. Unlike traditional banner ads, these will appear as part of the user experience, much like Instagram Stories. WhatsApp ads are expected to be distinct from subscriptions. They focus purely on ad integration without altering personal messages. Thus, they preserve privacy and encryption.
WhatsApp head Will Cathcart told Brazilian publication Folha de S.Paulo that while ads are being explored, users will not see them in private chats. “People don’t want ads in their message inbox, and we don’t plan to change that,” he said.
Business Subscriptions
For WhatsApp Business users, a new subscription model is being tested. This will offer premium features such as multi-device support for up to 10 devices. Also, a custom business web address (like wa.me/yourbusiness) is available. These tools aim to enhance customer communication and brand identity.
South African businesses already using WhatsApp to engage customers may soon need to consider the benefits of upgrading to a subscription. While pricing details are yet to be finalised, the move aligns with Meta’s broader push to monetise its messaging platforms.
What This Means for Users
The rollout of WhatsApp ads and subscriptions is part of Meta’s ongoing efforts. They aim to generate revenue beyond traditional ad placements on Facebook and Instagram. With over 2 billion users globally, WhatsApp represents a massive, mostly untapped market.
For South Africans, especially small business owners, these updates could offer new opportunities for visibility and professionalisation. However, privacy-conscious users will be watching closely to ensure the core messaging experience remains unchanged.
As testing continues, Meta is expected to provide more details on global availability and timelines in the coming months.
