WhatsApp to add subscriptions, promoted channels, ads to updates tab
WhatsApp has stressed that these new features are designed with privacy in mind, meaning Ads will be targeted using limited, non-sensitive information such as location, language, followed Channels, and interactions with ads.
WhatsApp is introducing major changes to its Updates tab, announcing three new features aimed at expanding discovery, monetisation, and business engagement, without disrupting personal conversations.
In a post shared on Monday, the Meta-owned platform confirmed the global rollout of new features in the updates tab. They include;
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Channel subscriptions: Users can now support their favourite Channels by subscribing to exclusive content through a monthly fee.
This will allow creators and organisations to offer premium updates directly through WhatsApp.
WhatsApp to add subscriptions, promoted channels, and ads to updates tab. (Justine Ondieki)
Promoted channels: To increase visibility for creators and businesses, WhatsApp will have Channels in the directory through paid promotion, helping users discover content more tailored to their interests.
Ads in status: Ads will now appear in the Status feed, similar to how Instagram and Facebook Stories work.
WhatsApp says these ads aim to help users “discover new businesses” and start conversations directly about products or services.
All of these additions will be confined to the Updates tab, which is home to both Channels and Status updates.
WhatsApp emphasises that private chats, calls, and groups remain untouched, maintaining its end-to-end encryption standard.
WhatsApp to add subscriptions, promoted channels, and ads to updates tab. (Justine Ondieki)
WhatsApp has stressed that these new features are designed with privacy in mind, meaning Ads will be targeted using limited, non-sensitive information such as location, language, followed Channels, and interactions with ads.
For users who link their WhatsApp to Meta’s Accounts Centre, ad preferences from other Meta apps (like Facebook or Instagram) may also be used.
WhatsApp notes that phone numbers, personal messages, calls, and group activity will not be used for ad targeting or shared with advertisers.
“We've been talking about our plans to build a business that does not interrupt your chats for years, and we believe the Updates tab is the right place for these new features to work,” WhatsApp said.
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However, personal messaging remains private and ad-free.
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