Meta is introducing full-fledged advertising features to WhatsApp, the world's largest messaging app. WhatsApp, which has been promoting itself as an 'ad-free messenger' since its inception, has turned its back on its founder's philosophy and entered the commercialization process. There are three new features being added.
WhatsApp emphasized that these ads will only appear in the Updates tab, and that users’ one-to-one messages, group chats, and calls will remain end-to-end encrypted as before. Ad targeting is determined based on basic information such as the user’s country, language, channels they follow, and device settings, and Meta stated that it does not use phone numbers or the content of private messages to advertise.
Meta plans to take a portion of future channel subscription revenue in the form of a commission. It will initially be free to operate, but in the long term, it will charge around 10% of subscription fees.
WhatsApp founders Brian Acton and Jan Koum left the company over their opposition to its advertising model, but Mehta stresses that the new features are designed to not harm the user experience.
This feature will be rolled out globally over the next few months, with channel operators and businesses soon able to take advantage of it.
