Meta has announced the introduction of new ad formats in the messaging app WhatsApp, marking 11 years since its acquisition. Ads will be placed in a special tab, yet user privacy concerns remain.
New Ad Formats in WhatsApp
WhatsApp, acquired by Meta for $19 billion, is rolling out three new ad formats. Ads will appear in the "Updates" section at the bottom of the app, where status posts and channel content are already located. Businesses will be able to promote their updates and offer paid subscriptions for additional content, with WhatsApp taking a 10% cut of the earnings.
Ads and User Privacy
Meta has stated that ads will not appear in private messages and will not target users based on their conversations. Instead, ads will use basic user information such as country, city, and language. Messages will remain end-to-end encrypted, meaning that no one, including WhatsApp, can read them.
User Feedback and Meta's Plans
Social media analyst Matt Navarra believes that this advertising move is part of Meta's strategy to monetize WhatsApp. He raised concerns that users could react negatively to the new ad formats, especially in Europe, where WhatsApp is seen as a purely messaging service. WhatsApp chief Will Cathcart stated that changes will be unobtrusive for users who primarily use the app for chatting.
Meta is trying to keep users comfortable while gradually introducing new features, but the impact of these advertising changes on WhatsApp's perception as a messaging platform remains an open question.
