Meta introduces ads, but keeps them away from personal messages

Meta has introduced new features to WhatsApp’s Updates tab, home to both Channels and Status.

The Updates tab aims to help build a business on the platform that doesn’t interrupt personal chats and where users can discover something a new status or a creator’s channel.

This can be done through channel subscriptions, which allow users to support their favourite channel by subscribing to receive exclusive updates for a monthly fee, and promoted channels, which allows users to discover new channels of interest through its directory.

Rounding out the updates is Ads in Status, where users will be able to find a new business and start a conversation with them about a product or service promoted in Status.

Subscriptions, promotions and ads will appear on the Updates tab, away from personal chats, meaning means if a user only uses WhatsApp to chat with friends and loved ones, there will be no change to the user's experience.

How Meta is keeping privacy in mind

Meta said that WhatsApp has built the new features in the "most privacy-oriented way possible" and noted that personal messages, calls and statuses will remain end-to-end encrypted and that no one, even Meta can see or hear messages.

The tech giant noted to show ads in Status or Channels that are of interest, they will use limited info like your country or city, language, the Channels you’re following and how you interact with the ads you see.

For people that have chosen to add WhatsApp to Accounts Center, Meta said they will also use ad preferences and info from across a user's Meta accounts.

Nikila Srinivasan, VP of Business Messaging, Meta, said: “Your personal messages, calls, and statuses remain end-to-end encrypted. What this means is that no one, not even us, can see or hear them. And they cannot be used for ads.”

"We've been talking about our plans to build a business that does not interrupt your personal chats for years and we believe the Updates tab is the right place for these new features to work."

The updates to WhatsApp will be rolling slowly over the next several months.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.