WhatsApp is rolling out advertising worldwide, but in the European Union, it's a wait-and-see situation. Meta, the company behind WhatsApp, is launching a new advertising model directly within the app. While users outside Europe will soon see ads in the "News" tab, users in the EU will be spared this for the time being. The reason lies in European data protection regulations. Here you can find out exactly what Meta is planning, why the launch in Europe has been postponed, and what role data protection authorities play in this.
Meta has been looking for ways to monetize WhatsApp for some time. Now it's launching in-app advertising, initially outside of Europe. The ads will appear in the "News" section, meaning in status posts and in the channel list. Meta emphasizes that the system aims to be as privacy-friendly as possible. It is based on information such as your location, your language, and your use of channels and ads. If you've connected your WhatsApp account to the Meta Account Center, your activities on Instagram and Facebook will also be incorporated into the personalized advertising. This is causing controversy in the EU.
Advertising in WhatsApp: This is Meta's plan
Meta has announced that ads will be integrated directly into WhatsApp. They will appear in the "News" section and will function similarly to Stories on Instagram. The idea is to target ads based on your behavior in the app. This includes, among other things, your city, your preferred language, and how you interact with content. The profiling becomes even more detailed if you link WhatsApp to the Meta Account Center. This will then also include your data from Facebook and Instagram. In many countries, the new system is already being implemented or is about to launch. In the EU, however, Meta has postponed its launch. The Irish Data Protection Authority (DPC), which is responsible for WhatsApp in the EU, has been informed of the postponement. Accordingly, the new advertising model will not launch in Europe until 2026 at the earliest.
Data protection authorities react
Des Hogan of the DPC told reporters that they are in contact with WhatsApp and are discussing the proposed advertising model. The agency will review whether the new features comply with EU data protection rules. Other European data protection authorities will also be involved. Dale Sunderland, also of the DPC, said that they are still in the early stages of their analysis and cannot predict what restrictions, if any, will be imposed on Meta (via Politico ).
Meta under pressure in the USA
Parallel to the discussion in Europe, Meta is also under pressure in the US. An antitrust case is currently underway there concerning the takeovers of Instagram and WhatsApp. The US antitrust authority wants Meta to divest both services. So far, Meta has called only eight witnesses in the trial, which observers see as a sign of great confidence. Critics view Meta's now follow-up with an advertising function that links WhatsApp even more closely with the other platforms as risky. Meta itself regularly argues that regulations would weaken its advertising business and thus primarily harm small businesses that rely on advertising. However, precisely this close connection between the platforms could also be a reason for a potential breakup of the company. A verdict in the antitrust case is expected shortly. Closing arguments have already been made, and Judge James E. Boasberg has announced that he intends to make a decision soon.
Meta plans long-term – also with WhatsApp
If you live in the EU, you won't see any ads in WhatsApp for now. This will remain the case until at least 2026. Nevertheless, you should stay alert, because as soon as Meta gets the green light, the new model will be rolled out here as well. This becomes especially relevant if you connect your WhatsApp account with other Meta services. The platform will then access more data to show you targeted ads. It's worth checking your privacy settings regularly and staying up to date on how Meta develops its products. The advertising feature in WhatsApp is just one part of a larger strategy. What has been postponed for now could soon become reality. (Image: Shutterstock / Mitriakova Valeriia)
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