WhatsApp launches ads: This is the data Meta uses for it

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What was long rumored is now official: WhatsApp has introduced advertising for all users. The announcement came directly from Meta via the official WhatsApp blog. With this, the world's most popular messenger is taking a step that may surprise many users – even though this move has been in the works internally for years. Now the time has come, and it's good to know what to expect.

WhatsApp will now display ads. You won't see them in your private chats, but they will appear elsewhere in the app. Meta is introducing a new advertising strategy based on your behavior, language, and other data. It's a cautious start, but it marks the beginning of a new phase for the app. You can find all the details here.

Two new advertising formats in WhatsApp

WhatsApp launches with two clearly defined ad spaces, both located in the "News" tab. This section contains status updates and channels, i.e., content that is shared publicly or that you consciously follow.

Status ads: If you use the status bar—WhatsApp's version of Instagram's popular story feature—you'll now see ads there. These will appear between your contacts' regular status updates. Meta says the user experience will be similar to Instagram Stories. This means short, image- or video-based ads that can be clicked through or skipped.
Sponsored channels in the channel list: Paid content now also appears in the channel list. These are called "sponsored channels." At first glance, they look like regular channels, but they carry a notice indicating that they are promoted. You can subscribe to them or ignore them, but they are now part of the regular view in the Updates tab.

What data WhatsApp uses for advertising

Meta emphasizes that the ad integration is designed to be "as private as possible." However, personalized advertising doesn't work entirely without data usage. According to the WhatsApp blog, the following information is used to show you relevant ads:

Your country or city
The language you choose
The channels you follow
Your interactions with previous ads

If you have also connected your WhatsApp account to the Meta Account Center, data from Facebook and Instagram will also be included. This includes your interests, previous purchases, or your general online behavior on other Meta services. This information helps Meta make ads as relevant to you as possible. At the same time, this also means that WhatsApp will be more closely integrated into your user behavior than before – at least when it comes to advertising purposes.

Impact on your privacy

Even though your private chats remain untouched, WhatsApp's privacy framework is changing. Until now, the app was attractive to many users precisely because it was ad-free and relatively restrained when it came to tracking. With the introduction of advertising, the likelihood that your usage will be more heavily analyzed and categorized increases. While there is no evidence so far that chat content is analyzed, the connection to meta services makes your profile overall more transparent for advertising purposes. It's therefore worth checking your settings in the Meta Account Center and, if necessary, unlinking WhatsApp if this goes too far for you.

What you can do now

Advertising can't currently be completely disabled. However, you can limit its impact:

Check your ad settings in the Meta Account Center
Disconnect WhatsApp from your Facebook or Instagram account if you don't want cross-platform advertising
Only follow the channels that really interest you, because they influence your advertising suggestions

Those who place particular importance on data protection can also consider alternatives to WhatsApp. Signal or Threema offer similar features, but are completely ad-free and privacy-focused.

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More advertising in sight: How WhatsApp could change further

The launch of advertising on WhatsApp is cautious but clear. Status ads and sponsored channels are likely just the beginning. If the model is successful, Meta is likely to integrate additional advertising formats – possibly even into chats or group functions at some point. For users, this means that WhatsApp remains convenient but is increasingly becoming part of the Meta advertising ecosystem. (Image: Shutterstock / DenPhotos)