Overview

• WhatsApp has begun displaying consumer-facing ads in its Updates tab worldwide, with regulators delaying the European rollout until 2026.
• Ad targeting will rely on non-content signals such as users’ location, language and followed channels, and will include cross-platform preferences only if accounts are linked.
• Meta stresses that end-to-end encryption of personal messages, group chats and calls remains fully intact despite the new advertising layer.
• New business tools encompass promoted channels, paid subscriptions and status-style ads that can trigger AI-powered chat interactions.
• The shift breaks WhatsApp’s founding no-ads promise and raises questions about preserving user trust and avoiding ad fatigue.