WhatsApp introduces targeted ads in new sections: What will change for users?

Messaging app WhatsApp, owned by Meta (designated an extremist organization and banned in Russia), has announced the rollout of targeted advertising in new sections of the app — specifically in the Channels directory and Status updates. However, developers assure users that personal chats will remain ad-free and that user privacy will continue to be a priority. This was reported in the official WhatsApp blog.

Here’s how advertising will change the messenger, what data will be collected, and what this means for users.

Where Will Ads Appear?

Starting from June 2025, ads will appear in two sections of WhatsApp:

• Channels Directory: Ads will help users discover new channels based on their interests, from cooking to tech. Channel admins will gain a tool for promotion, increasing their reach.
• Statuses: Ads will be integrated into the section where users post temporary updates. This will allow companies to promote products and services, and users to initiate chats with businesses directly from a status.

Important: Personal chats, group conversations, and calls will remain free of ads. Developers emphasize that these spaces will maintain their privacy.

Quote from the WhatsApp blog:
“We want ads to help people discover new things — without intruding on their personal space.”

How Will Targeting Work?

To display relevant ads, WhatsApp will collect a limited set of data:

• Location: User’s country and city (but not precise address).
• Language: The language used in the app.
• Subscriptions: Information about the channels a user follows.

This data will help the platform show ads that match users’ interests. For example, a Moscow resident subscribed to fitness channels may see ads for gyms or sports supplements.

Example: In the “Status” section, you might see an ad from a local coffee shop if you’re subscribed to foodie channels.

Privacy and Encryption

WhatsApp confirms that these new features will not affect end-to-end encryption, which protects:

• Private messages.
• Voice and video calls.
• Status updates (only visible to selected contacts).

Fact: End-to-end encryption ensures that no one — including WhatsApp and Meta — can read or listen to your messages. Ads will be based only on metadata (location, language, subscriptions), not the content of chats.

“Privacy is the foundation of WhatsApp. Your personal messages and calls remain secure,” the developers stated.

However, as noted by The Intercept (2024), metadata such as contacts or activity times can be used to build user profiles, raising privacy concerns despite encryption.

Why Is WhatsApp Introducing Ads?

The introduction of advertising is part of Meta’s strategy to monetize WhatsApp, which has avoided commercialization since its founding in 2009. The main goals are:

1. Support the Free Service: Advertising helps cover infrastructure costs for 3 billion users.
2. Business Support: Companies can promote products via channels and statuses, simplifying communication with customers.
3. Channel Growth: Ads will boost channel visibility, making the section more popular.

Background: In 2021, WhatsApp attempted to expand data collection for business purposes, which caused a user migration to Signal and Telegram. The new ad model appears more cautious, focusing on voluntary engagement.

Scientific Context and Risks

While WhatsApp emphasizes privacy, experts point out vulnerabilities:

• Metadata: Collecting location and subscription data allows for user profiling, which can be used for targeting outside WhatsApp (e.g., on Instagram).
• Correlation Attacks: According to The Intercept, governments can infer who is communicating with whom by analyzing metadata, even if the content is encrypted.
• Past Incidents: In 2019, a vulnerability in WhatsApp enabled Pegasus spyware to be installed on 1,400 devices, including those of journalists.

Recommendations for Users:

• Disable location access in WhatsApp settings.
• Use “Disappearing Messages” for sensitive conversations.
• Restrict status visibility via privacy settings.
• Update the app regularly to protect against vulnerabilities.