WhatsApp is testing out ads for the first time since launching in 2009.

That’s right — the chat app that promised to be simple, private, and free from ads is now letting advertisers in. But don’t freak out — your private chats and group messages aren’t going to be plastered with promotions.

Instead, Meta (which owns WhatsApp) confirmed that these ads will only show up in the “Updates” tab. That’s the part of the app where you can post your Status updates or follow Channels related to your interests. So, ads are being deliberately kept out of your main chat feed.

In fact, Meta says that more than 1.5 billion people see something in the Updates tab every day. That’s a huge number — and an opportunity for brands to grab your attention. But if you just use WhatsApp to send messages and voice notes to friends and family, you may never see an ad.

Still, it’s a significant change.

WhatsApp will begin testing three types of ads. First, you’ll see them in the Status section, where users post photos, videos, or messages that disappear after 24 hours. Alongside your friends’ updates, you might see content from brands. But here’s the kicker: you can actually reply to these status ads and chat directly with the business on WhatsApp.

Second, there will be Promoted Channels. Channel admins (a news outlet, a brand, or a content creator) can now pay to increase their reach. It’s a move to help businesses grow directly within WhatsApp’s ecosystem.

And lastly, there’s the subscription option. Businesses can create paid Channels, where users can pay to receive exclusive content. Think a cooking channel that sends out premium recipes to paid followers. It’s another way for creators and businesses to monetize on the platform.

So, naturally, the question is: How much of my data will be used?

Well, Meta says it will target these ads based on general info — like your country code, age, device language settings, and your approximate location (city or region, not exact GPS). It will also consider how you interact with the Updates tab, the Channels you follow, the types of content you engage with, and how you respond to the ads you see.

And of course, your actual chat content? Still encrypted. Still off-limits.

The other thing is that you can choose to link your WhatsApp to Meta’s broader Accounts Center, which collects data from Facebook and Instagram to deliver more relevant ads. It’s off by default, and yes, you can turn it off at any time.

But there’s a layer of transparency here too. You’ll see why an ad was shown to you. You can edit your ad preferences. You can block or report ads that are annoying or irrelevant. So, while ads are coming — there’s still some control in your hands.

Ultimately, all of this comes down to Meta’s broader plan to monetize WhatsApp.

Until now, the company made most of its money from WhatsApp through its Business Platform — a paid solution for brands to chat with customers. There were also click-to-chat ads on Facebook and Instagram that led users to WhatsApp.

But in a recent earnings call, CEO Mark Zuckerberg hinted at the bigger picture. He said the Business Platform is doing well — but there’s still room to grow. And now, by adding ads directly into the WhatsApp app, Meta is taking that next step.

That’s what Alice Newton Rex, WhatsApp’s VP of Product, said in a press release. She called it the “natural evolution” of the platform. Businesses wanted more ways to grow and connect — and Meta answered the call.

What’s more, WhatsApp isn’t the only one going down this path.

Discord added ads in 2024. Reddit just made its first-ever profit — thanks to advertisers. Social platforms across the board are leaning into monetization as the digital ad market evolves.

WhatsApp resisted ads for over a decade. But with Meta now looking to tap into WhatsApp’s full potential — and with 98% of Meta’s revenue coming from advertising — this new strategy isn’t all that surprising.

For now, the ad experience on WhatsApp is still pretty basic. But it’s unlikely to stay that way.

So, while your chats are still secure and your messaging experience isn’t changing much — it’s clear that WhatsApp is entering a new phase. One where business meets conversation, and ads find their place on a platform that swore they’d never exist.