Meta announced on June 16 that businesses will now be able to run so-called status ads on WhatsApp, prompting users to interact with advertisers through the app’s messaging features. Ads will only be shown to users in WhatsApp’s Updates tab, separating promotions from users’ personal conversations. Additionally, Meta will begin monetizing WhatsApp’s Channels feature through search and subscription ads.
The launch of ads on the messaging app is a major step in CEO Zuckerberg's plan to turn WhatsApp into the "next chapter" of the company's history, as he has said by 2022. The move comes amid Meta's ongoing antitrust lawsuit with the Federal Trade Commission over its high-profile acquisitions of WhatsApp and Instagram.
Meta now lets advertisers run so-called “click-to-message” ads on Facebook and Instagram that direct users to WhatsApp, where they can interact directly with businesses. Messaging between brands and consumers will be the next pillar of his business, Zuckerberg said, noting that WhatsApp now has more than 3 billion monthly users, including more than 100 million in the US and is growing rapidly there. Now, companies can run those types of ads within WhatsApp itself.
Since Meta bought WhatsApp in 2014, the popular messaging app has continued to grow worldwide . However, unlike Facebook, Instagram, and most recently Threads, WhatsApp has never allowed advertising.
WhatsApp co-founders Jan Koum and Brian Acton have publicly expressed their disinterest in advertising. The pair left Facebook — formerly known as Meta — after reportedly clashing with executives who wanted to introduce advertising and other activities into the app.
Analysts estimate WhatsApp's revenue at between $500 million and $1 billion by charging businesses for tools and services that let them message customers on the app.
Nikila Srinivasan, a Meta executive, said the company will use “very basic information” to recommend which ads to show WhatsApp users. This information includes a person’s country, city, device, language and data about who they are interested in or how they interact with ads.
According to Ms. Srinivasan, Meta hopes that by limiting new ads to WhatsApp's Updates tab, they will limit disruption to users' activities, and users' status updates as well as private messages and calls on WhatsApp will remain encrypted.
According to ANH QUAN (ACCOUNCIL)/Tin Tuc and Dan Toc Newspaper
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