Overview

• WhatsApp has begun showing ads in its Updates tab worldwide except in the EU, where regulators have postponed the rollout until at least 2026 under GDPR review.
• Meta says the ads use limited signals—such as city, language and channel interactions—and will remain separate from personal chats and calls.
• Users who link WhatsApp to Meta’s Accounts Center may see more personalized ads drawing on their Facebook and Instagram ad preferences.
• End-to-end encryption for private messages, calls and group chats stays intact and personal content will not be scanned for ad targeting.
• The shift marks a departure from WhatsApp’s ad-free history as Meta faces regulatory scrutiny and an ongoing US antitrust lawsuit that could affect its cross-platform integration.