WhatsApp, the world’s most widely used messaging app, is stepping into a new commercial era. Owned by Meta, the platform has begun rolling out major monetization features under its “Updates” tab—marking one of the biggest strategic shifts in the app’s history.
With over 1.5 billion daily users, the Updates tab, which hosts Status updates and Channels, will now serve as a launchpad for creators, businesses, and organizations to generate revenue, expand reach, and deliver premium content—without disrupting WhatsApp’s core private messaging experience.
Key Monetization Features Coming to WhatsApp
1. Paid Channel Subscriptions
For the first time, channel administrators will be able to charge followers for exclusive content. While Channels will remain free by default, Meta will allow selected admins to set custom monthly pricing tiers.
The subscription model:
- Targets creators and organizations seeking recurring revenue.
- Offers a direct and personalized communication path with premium followers.
- Is rolling out in phases, starting with a select group of creators.
2. Promoted Channels (Paid Discovery)
Much like Facebook or Instagram ads, admins can now pay to boost their Channels in WhatsApp’s discovery section. This feature leverages Meta Ads Manager, enabling:
- Higher channel visibility within the WhatsApp directory.
- Hyperlocal discovery for businesses and communities.
3. Ads in WhatsApp Status
WhatsApp will begin testing ads in the Status feed, mimicking Instagram Stories and Facebook Stories. These non-intrusive ad slots aim to:
- Showcase relevant products and services.
- Enable direct customer engagement via WhatsApp.
- Maintain user privacy with end-to-end encryption still intact.
Meta’s Monetization Vision: “Chat with Purpose”
“People want to chat with businesses on their own terms—and they want to do it where they already spend time,” said Nikila Srinivasan, VP of Product Management at Meta.
To ensure user trust:
- Ads will only appear in the Updates tab, not in chats or calls.
- Targeting will rely on non-sensitive signals like location, language, followed Channels, and interaction behavior.
- No phone numbers will be sold or shared with advertisers.
- Users linking WhatsApp to their Meta Accounts Center may get personalized ads based on Facebook or Instagram activity.
A New Chapter, a Sharp Departure
The move also reflects a departure from the founding principles of WhatsApp. Founders Brian Acton and Jan Koum famously opposed ads, calling them “insults to your intelligence.” Both exited Meta years ago over concerns about WhatsApp’s commercial future.
Nevertheless, Meta’s approach seems calculated—balancing monetization with user trust, focusing monetized tools on public content, not private messages.
What It Means for Startups & Digital Creators
WhatsApp’s Updates tab is quickly transforming into a powerful ecosystem for:
- Digital creators to monetize loyal audiences
- Small businesses to gain visibility without building external websites
- Startups to communicate directly with engaged users
As the rollout progresses globally, the platform could become a major commerce and content channel rivaling Instagram and YouTube—within a chat interface.
