What do WhatsApp’s latest ad features mean for advertisers and marketers?

For many years, WhatsApp maintained a distinctive position in the digital communication landscape, largely operating as a private, ad-free messaging platform. This ethos stood in contrast to its Meta siblings, Facebook and Instagram, which have long been powered by extensive advertising models. However, June 2025 marks a significant turning point, as WhatsApp officially unveils a suite of new advertising features and monetisation tools, signalling a strategic shift toward leveraging its immense global reach.

This development is particularly pertinent in mobile-first economies like India, where WhatsApp is not merely an application but an integral part of daily life for hundreds of millions. With over 1.5 billion users engaging with the 'Updates' tab daily—a section encompassing both Status and Channels—the platform is now actively unlocking new avenues for commercial interaction. The integration of these features prompts critical questions for marketers: how will they navigate this new terrain, and what are the implications for balancing personalisation with the user trust that WhatsApp has cultivated? Industry experts offer diverse perspectives on the opportunities and challenges that accompany WhatsApp's entry into the advertising arena.

Monetisation tools and the creator economy

The most impactful change in WhatsApp's strategic evolution involves the significant expansion of its 'Updates' tab, transforming it into a more dynamic space for content consumption and monetisation. Central to this expansion are the new capabilities for paid Channel subscriptions and Promoted Channels.

"WhatsApp’s new monetisation tools, paid Channel subscriptions, and Promoted Channels signal a major shift: from a purely messaging platform to a viable venue for creator-driven income," states Vaibhav Gupta, Co-Founder and CPO of KlugKlug. This strategic move positions WhatsApp to compete directly with platforms like YouTube and Telegram by offering direct revenue streams for content creators. The introduction of subscription models, in particular, opens avenues for recurring income, akin to established creator platforms.

This shift presents a compelling opportunity for a diverse range of content creators and businesses. "Creators, publishers, and niche community leaders can now directly engage their core followers," Gupta notes. For brands that have already cultivated strong WhatsApp engagement, such as sports teams, news organisations, or wellness coaches, these features allow for the creation of exclusive, value-added content for subscribers. Simultaneously, smaller ventures can utilise Promoted Channels to enhance discoverability and attract new audiences.

Yash Chandiramani, Founder and Chief Strategist of Admatazz, highlights the specific advantage for niche communities. "For creators, especially those with hyper-niche communities such as local experts, regional influencers, finance educators, or health coaches, it creates a rare opportunity to build a subscription-based, owned audience without relying on algorithmic virality and uncertainty." He emphasises that Channel monetisation prioritises depth of engagement over broad reach, making it well-suited for creators who deliver specialised, high-value content. Chandiramani adds, "If creators and brands can strike the right balance between frequency, utility, and value, WhatsApp Channels may become one of the most direct and trusted content spaces in the Indian digital ecosystem." The long-term success, however, will depend on user adoption and WhatsApp's iterative improvements based on real-time usage.

Manjul Wadhwa, Founder & CEO, Anagram Media Labs and Inflyx, underscores the significance of these tools in addressing a long-standing need within the broader Meta ecosystem. "WhatsApp’s latest monetisation features - Channel Subscriptions and Promoted Channels - mark a pivotal shift in its role within the creator economy. This move addresses a long-standing concern among creators across the Meta ecosystem: the lack of direct monetisation options beyond brand deals, unlike platforms like YouTube." Wadhwa sees these tools as particularly beneficial for fashion, lifestyle, and direct-to-consumer (D2C) brands aiming to drive sales directly within the app. He suggests this integration aligns with WhatsApp’s broader ambition to become an integrated social commerce platform. "With features like WhatsApp Pay and Business Catalogues already in place, the addition of subscription and promotion tools creates a powerful ecosystem for creators and consumer tech influencers to link stores and drive transactions directly through the app," Wadhwa elaborates, projecting a potential increase in creator incomes by simplifying the discovery, engagement, and conversion process within a single, trusted environment.

Garima Vishnoi, Senior Vice President - Media Alliances and Partnerships, White Rivers Media, reinforces this perspective, observing that the new tools empower brands and creators to "connect, convert, and cultivate loyalty." She highlights how Channel subscriptions and Promoted Channels enable micro-influencers and regional businesses to build communities and generate income, shifting the focus from broad reach to deeper engagement.

Trust and targeted advertising

WhatsApp's integration of advertising, particularly in Status updates, introduces a critical dynamic: balancing the commercial imperative with its deeply ingrained privacy-first reputation. The platform has historically differentiated itself through end-to-end encryption and a minimal-ad environment.

Amit Relan, Co-Founder and CEO of mFilterIt, highlights a key consideration for marketers: "Given WhatsApp’s privacy-first, closed architecture, the scope for third-party validation and in-depth performance measurement will naturally be limited." He advises that while platform-reported metrics offer directional insights, advertisers should complement these with post-click journey analysis, utilising calls-to-action (CTAs) that guide users to external landing pages for more comprehensive tracking and behavioural analytics. Relan emphasises that "this environment calls for a smart measurement strategy... with the right setup, the channel can offer high-quality engagement, provided visibility gaps are addressed proactively."

Despite these measurement considerations, the advertising opportunities are substantial. Gupta points out that with 1.5 billion users viewing the Updates tab daily, brands can engage a highly active audience without infringing on private messaging streams. "Ads in Status can drive direct conversation via click-to-message, increasing conversion potential. Promoted Channels can grow highly engaged audiences based on interests and behaviours," he explains.

However, the core challenge lies in the delicate balance of personalisation and user trust. WhatsApp has consistently reassured users that personal messages, calls, and group memberships remain end-to-end encrypted and will not be used for ad targeting. The platform's approach to targeting relies on "non-intrusive signals (city, language, followed Channels)," as Gupta outlines. This necessitates a shift in marketing strategy.

"Trust sensitivity: WhatsApp users have long assumed the platform to be ad-free and private. Even minimal data collection can fuel skepticism," Gupta cautions. He stresses the importance of transparency in explaining targeting methodologies and providing easy opt-out choices to preserve user trust. Furthermore, the "limited data richness" means marketers must adapt to less granular segmentation, prioritising message relevance and creative clarity over deep personalisation.

Vishnoi adds that marketers are now "encouraged to prioritise relevance and authenticity, as targeting relies on broader signals rather than personal data." She asserts that the privacy-first approach has actually "strengthened user confidence, positioning WhatsApp as a trusted space for meaningful brand connections." This perspective suggests that brands which align with WhatsApp's privacy ethos by delivering genuine value and respecting user expectations will be most successful.

Wadhwa also acknowledges this tightrope walk: "However, as WhatsApp begins integrating ads into Status and promoting Channels, marketers must tread carefully. The challenge lies in delivering personalisation without breaching the app’s long-held privacy ethos." He concludes that if executed correctly, this presents "a huge opportunity: building high-trust commerce and content communities within a private, conversation-led environment."

The evolution of engagement

WhatsApp's foray into advertising is not merely about introducing new ad formats; it represents a fundamental evolution in how brands can foster engagement. The platform's inherent design, rooted in conversation, offers a distinct advantage in a market increasingly moving towards direct and meaningful interactions.

The introduction of Promoted Channels, for instance, transcends simple visibility. It serves as an invitation for users to join a community, thereby transitioning from a passive ad impression to an active relationship. As Chandiramani suggests, the true value emerges when creators and brands prioritise "utility and value," fostering a direct and trusted content space. This framework encourages sustained engagement rather than ephemeral interactions.

The integration of WhatsApp Pay and Business Catalogues further solidifies the platform's ambition as a comprehensive social commerce hub. Wadhwa highlights how these features, combined with the new monetisation tools, create an ecosystem where "creators and consumer tech influencers can link stores and drive transactions directly through the app." This streamlines the customer journey, enabling discovery, inquiry, and purchase all within the familiar WhatsApp interface, effectively bringing a new dimension to conversational commerce.

This shift has profound implications for customer relationship management. WhatsApp is transforming into a robust CRM tool where brands can not only initiate sales but also provide personalised customer service, build loyalty programs, and manage post-purchase interactions. Vishnoi posits that "leaders who see beyond impressions will recognise the real asset-loyalty earned through utility, not noise." This perspective champions a long-term approach, where meaningful brand connections, built on trust and value, are paramount.

The success of WhatsApp's new advertising model hinges on its capacity to maintain user trust while progressively expanding its commercial offerings. The company faces the delicate task of integrating monetisation without compromising the core user experience that has defined its success. WhatsApp's strategic evolution represents a pivotal moment in digital marketing, setting the stage for a new era of engagement where privacy, personalisation, and commercial viability must coexist.

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