WhatsApp as displayed on an Apple iPhone on June 7, 2025. (Photo: Jakub Porzycki/NurPhoto/Getty Images)They said “move fast and break things,” but they didn’t say one of those things would be promises. (OK, a bit harsh.)
Meta said Monday that it will start showing ads inside WhatsApp for the very first time, specifically in the area called Updates.
The company “will collect some data on users to target the ads,” but exclude message and recipient data,
per the New York Times.
(Meta has no plans to place ads in messages themselves, so worry not: Your NBA Finals group chat is safe for now.)
The decision is a big deal because when Meta—then called Facebook—bought WhatsApp
for $19 billion in 2014, it said it wasn’t interested in stuffing the mobile messaging service with ads like it had done with its namesake platform.
“I don’t personally think that ads are the right way of monetizing messaging services,” Meta CEO Mark Zuckerberg said on an investor call in 2014. “Advertising is not going to serve as the right thing to do,” WhatsApp CEO Jan Koum added.
But 11 years is a long time for the company to see through its professed strategy to grow WhatsApp—and if current estimates are to be believed, the service has grown its user base by 6X to nearly 3 billion users.
In other words: It’s time to crank the monetization dial.
—AN