WhatsApp Rolls Out Ads Six Years After Initial Announcement

Meta Platforms has officially begun displaying advertisements on WhatsApp, six years after its initial announcement in 2018. The ads will appear within the Updates tab, specifically through the Stories-like Status feature. This move marks a significant shift for the messaging platform, which has long emphasized privacy, as Meta seeks to monetize its widely used service.

A Long-Awaited Monetization Strategy

Meta's decision to introduce ads on WhatsApp comes after a prolonged delay since its initial declaration in November 2018. The company, which acquired WhatsApp in 2014, is gradually rolling out these advertisements. This strategy aims to balance user experience with the need for monetization, a common challenge for free-to-use platforms with large user bases.

Privacy-Centric Approach

Meta asserts that the ad implementation has been developed with privacy as a core consideration. Key assurances from the company include:

• Personal messages, calls, and statuses remain end-to-end encrypted.

• User phone numbers will not be sold or shared with marketers.

• Personal messages, calls, and groups will not be used for ad targeting.

WhatsApp also states that personal information, such as phone numbers, is removed or altered before being shared with Meta to prevent individual identification. This allows Meta to suggest ads based on broad characteristics rather than specific user identities.

How Ads Will Be Targeted

Despite the privacy assurances, Meta will use limited information to serve ads. This includes:

• Country code and age (where applicable)

• Device information, such as language settings

• General location (e.g., city or country)

• Activity on Status and Channels (e.g., channels followed, content engagement, ad interaction)

• Activity on other Meta apps, if WhatsApp is linked to the Accounts Center (an optional setting, off by default).

Meta emphasizes that linking WhatsApp to the Accounts Center is optional and users retain control over this data sharing. The company aims to provide relevant ads while maintaining a commitment to user privacy, a delicate balance for a platform known for its secure communication features.

Key Takeaways

• WhatsApp has started showing ads on its Status feature, six years after the initial announcement.

• Meta claims the ads are designed with privacy in mind, ensuring end-to-end encryption for personal communications.

• Ad targeting will use limited, non-personally identifiable information, and linking WhatsApp to other Meta accounts for ad preferences is optional.

• This move represents Meta's ongoing effort to monetize WhatsApp while attempting to preserve its reputation as a private messaging platform.

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Sources:

• Meta Starts Showing Ads on WhatsApp After 6-Year Delay From 2018 Announcement, The Hacker News.