WhatsApp is rolling out Status Ads and Promoted Channel to more users on the latest beta app for iOS (version 25.20.10.78). These features bring sponsored content to the Updates tab, which currently houses Status and Channels. The new Status Ads will appear between regular user status updates, and clearly labeled as “Sponsored”, you’ll be able to swipe to dismiss or block advertisers.
Meanwhile, Promoted Channels will get their own placement in the channel directory to increase visibility for businesses and creators who pay. These will also carry a “sponsored” label. These updates have already been released to some Android beta testers, but not all; it’s the same situation on iOS, you may see these changes, or not.
This is a big change for WhatsApp because it hasn’t shown ads ever since it was acquired by Meta. Ultimately, Meta is an ads company, so it’s not too shocking to see Meta incorporate ads in WhatsApp.
The decision to bring ads to WhatsApp is part of Meta’s broader monetization strategy to provide revenue streams for businesses and creators directly within the app. The company also says that the ads you see are based on limited information like your general region, app language, public channels followed, and engagement with previous ads.
If you connect your WhatsApp account to Meta’s Account Center, then it will also use your ad preference from other Meta apps to be used for targeting, but this is off by default. To give you more control, you can download your Activity Report to see which ads you’ve encountered. You can also block/report advertisers.
With Status Ads, businesses have a new way to reach more users, following a similar format already used in Instagram Stories. With Promoted Channels, content creators and businesses get a direct way to boost their visibility without relying on external platforms. For brands and organizations, these features will be welcomed, by Meta also thanks to additional revenue it will generate. Users on the other hand probably will not be happy to see ads infiltrating yet another app, especially one that claims to put privacy first.
Source and image: WABetaInfo
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