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WhatsApp has announced a suite of new features for its Updates tab, introducing monetisation options for Channel creators and new advertising tools aimed at businesses, while maintaining its focus on user privacy.
Read-New WhatsApp features updates: What’s changing in your app
The Updates tab—home to both Status and Channels—has seen rapid adoption, with more than 1.5 billion users visiting it daily, according to the company. Meta-owned WhatsApp says the new features are designed to help users discover new content and enable organisations to grow their presence on the platform, a WhatsApp blog reported.
“We’re encouraged by the enthusiasm for the Updates tab and want to help admins, organisations, and businesses grow on WhatsApp,” the company said in a statement.
Three major additions
The latest updates include three key features:
- Channel Subscriptions: Users will soon be able to subscribe to their favorite Channels for a monthly fee to receive exclusive content.
- Promoted Channels: A new discovery mechanism will allow Channel admins to pay for greater visibility in the directory, helping them reach a wider audience.
- Ads in Status: WhatsApp will introduce advertising in the Status section, enabling users to interact with businesses directly from the ad.
WhatsApp emphasised that these features will be confined to the Updates tab, keeping users’ personal messaging experience unchanged.
“If you only use WhatsApp to chat with friends and loved ones, there is no change to your experience at all,” the company noted.
Privacy protections still in place
WhatsApp reiterated its commitment to privacy, stating that all personal messages, calls, and statuses remain end-to-end encrypted.
“To show ads in Status or suggest Channels, we’ll use limited information like your city, language, or which Channels you follow,” the company explained. “For users who have linked their WhatsApp with Meta’s Accounts Center, ad preferences and activity across Meta apps may also influence what is shown.”
Importantly, WhatsApp stressed that it will never share or sell users’ phone numbers to advertisers, nor will it use messages, calls, or group activity to target ads.
New opportunities for businesses
Businesses and Channel admins are being encouraged to take advantage of the new features. WhatsApp positions the Updates tab as a key area where brands can connect with users without intruding on private conversations.
“Over 1.5 billion users visit the Updates tab daily. That’s a huge opportunity for businesses to be discovered and grow,” the company stated.
Through ads in Status, businesses can promote products or services using temporary photo, video, or text updates. These ads will allow users to initiate conversations with businesses directly in-app.
Meanwhile, Promoted Channels will allow organisations to increase visibility within the Channels directory, which offers one-way broadcasts of text, media, stickers, and polls.
Carefully calibrated move
WhatsApp has long resisted introducing ads into its core messaging interface. With this rollout, the company is attempting to balance monetisation with user trust.
“We’ve been talking about our plans to build a business that does not interrupt your personal chats for years,” WhatsApp said. “We believe the Updates tab is the right place for these features.”
