Meta has begun rolling out advertisements on WhatsApp, marking a shift in how businesses can interact with users on the messaging platform. Ads will appear only in the Updates tab, which includes Status and Channels. Private messages and calls will not be affected by this rollout.
The ads can be either single images or short vertical videos of up to 30 seconds. When clicked, they open a WhatsApp chat with the business, allowing users to connect directly for product queries, support, or transactions.
Businesses can create these ads using Meta Ads Manager. Campaigns can focus on generating traffic or engagement, with targeting options based on location, language, and age. Brands are required to have a WhatsApp Business account or API integration linked to their Facebook Page or business portfolio to use the feature.
Manual ad placement is available, and advertisers using WhatsApp Status are encouraged to include Instagram Stories for broader reach. Meta’s Advantage+ audience tools are also available to support campaign delivery.
Meta stated that WhatsApp’s privacy-focused infrastructure remains in place. Status updates still disappear after 24 hours, and personal messages and calls continue to be end-to-end encrypted. The platform collects limited user data, and ads are subject to WhatsApp’s messaging policies, which include measures against fraud and policy violations.
By adding ads to WhatsApp Status, Meta aims to provide businesses with a new contact point on the app.
