Elisa Pallotta Topics Covered
After years of resistances internal and guarantees on the centrality of the privacy, WhatsApp has officially opened to the dealerHe recently announced it Meta, the holding company led by Mark Zuckerberg, announcing the launching gradual introduction of insertions within theapplication di messaging most popular in the world, with over 3 billion active users.
Advertising arrives on WhatsApp: what's changing
The innovations concern the section Updates of WhatsApp, an area increasingly frequented by identification, which attracts about 1,5 billion every day, where you can view and share the States and Channels, tools followed by companies, brands or creators. Right here the sponsorships, through advertisements between one state and another, with premium content for a fee to access some Channels, and the opportunity for brands and creators to promote their Channels to increase their visibility. Meta assures that nothing will change for the private chats And that i personal messages, voice calls and individual states will continue to be protected with encryption end-to-end. This way, not even WhatsApp will be able to read or listen to them. To end up in the sponsorships will only be the public and interactive areas of the app, designed for a wider audience and for semi-social use.
The privacy issue
Nikila Srinivasan, the responsible Meta's global business messaging platform, says that “the privacy stay at center”, and emphasizes that the ads will be targeted, but will be based on information limited, such as the user's city or country, the language used in the app, the Channels followed and interactions with previous ads. Additionally, those who have connected their account WhatsApp to Facebook or Instagram via Account Management Center will receive ads Custom based on your interests and activities on those social networks: however, this will only happen if the user has given the consent. The arrival of advertising on WhatsApp marks a strategic turning point for Meta. Until now, it had generated profits mainly through the Business version of the app and account verification. Yet the data shows that in the first quarter of 2025, the “other revenue” of the Family of Apps division (which includes WhatsApp) reached 510 million dollars, with a +34% compared to the same period of the previous year.
Business Messaging and the Role of Artificial Intelligence
Now Zuckerberg aims higher: “Enterprise messaging will become the next pillar of our business,” he said in a recent call with analysts. In many countries Asian, explained the CEO of Meta, WhatsApp has a central role for the business and the interaction between companies and customers. In Western countries, the high cost of labor has slowed down this model, even though theIA, which has been the subject of massive investments by Meta, could revise the scenario, making the creation & and the management of advertising campaigns by the end of the 2026. Currently, the change will remain gradual and visible only in the Updates section, without advertising in chats. Clearly, however, WhatsApp is no longer just a messaging app, but a real ecoscommunication system, with dynamics increasingly closer to those of the social. If for the most loyal users this evolution could resemble a break with the initial schemes (It was actually Jan Koum and Brian Acton, the founders of WhatsApp, who left Meta precisely for disagreements on dealer), a new opportunity opens up for companies to reach millions of people every day.