WhatsApp has announced a series of new features coming to its Updates tab, the dedicated space for Status and Channels— aimed at helping users connect more deeply with creators, businesses, and interests they care about.
In a statement on Monday, the Meta-owned messaging platform revealed the introduction of ‘Channel Subscriptions,’ which allow users to access exclusive updates from their favorite Channels while supporting the creators behind them. The update also includes the launch of Promoted Channels, designed to help users discover new Channels and topics that match their interests.
In addition, WhatsApp said users will now be able to find personalised content and connect with both large and small businesses more easily through ads that will appear in the Status section. These ads are intended to help users learn more about the businesses they interact with.
Importantly, WhatsApp reassured users that personal chats remain unaffected by these changes. The company reiterated its commitment to privacy, stating that personal messages and calls are end-to-end encrypted and cannot be used for ad targeting. “Nothing is changing about your personal chats — you won’t see any ads there,” WhatsApp stated.
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The company said the new features are part of its broader effort to expand the utility of the Updates tab while keeping personal communications secure and private. The move marks a significant shift for WhatsApp, a platform originally launched in 2009 by Jan Koum and Brian Acton, who were firmly against introducing advertisements.
After Facebook acquired the messaging service in 2014, both founders eventually stepped away. Since then, the parent company, Meta Platforms Inc., has consistently explored ways to turn WhatsApp into a revenue-generating product.
According to WhatsApp, advertisements will be tailored to users based on general information such as their age, geographic location, language preferences, followed channels, and interactions with existing ads within the app. The company also clarified that it would not use private chats, calls, or group memberships as part of its ad-targeting criteria.
This advertising push is part of a trio of monetisation strategies revealed on Monday. In addition to targeted ads, channel creators will have the option to charge monthly subscription fees for exclusive content, while businesses will be able to pay for improved visibility of their channels to attract more followers.
Advertising remains Meta’s main source of income. In 2025, the company, headquartered in Menlo Park, California, reported a total revenue of $164.5 billion, with $160.6 billion generated from advertising alone.
