WhatsApp is starting to show ads. For the first time since its launch in 2009, ads will appear on the most popular messaging app in the world. However, if you thought they’d pop up in your chat boxes, think again.

The ads are rolling out slowly and are currently only being shown in one section of the app: the Updates tab. This is where users post short-lived status updates and follow interest-based Channels. The company’s parent, Meta, promises users that their personal chats will remain ad-free and undisturbed.

So, if you’re someone who only uses WhatsApp to chat with friends or participate in group chats, you likely won’t notice the change. However, if you’re someone who frequents the Updates tab, your feed is about to get a bit more commercial.

Meta says more than 1.5 billion people visit the Updates tab every day. That’s a lot of eyeballs — and a large audience that advertisers will want to reach. Still, WhatsApp is moving cautiously with this rollout.

There are three new ad formats. First, ads in Status. They’ll appear alongside your friends’ 24-hour disappearing stories, just like ads on Instagram Stories. When scrolling through your contacts’ statuses, you might come across a photo, video, or message from a brand or company. And users will be able to respond to these ads to start a conversation with the advertiser.

Next, WhatsApp is launching Promoted Channels. This gives admins and businesses the ability to boost their content within the app. Promoted Channels will appear more frequently, allowing them to grow their presence within WhatsApp itself — without relying on external platforms.

Finally, WhatsApp is also launching a new feature called Paid Subscriptions. Businesses and creators can now offer exclusive updates for a monthly fee. For example, a user might subscribe to a cooking channel for premium recipes or early content drops. It’s a new way for businesses to make money — and for WhatsApp to make money.

That last part is key. Until now, WhatsApp made money primarily through its Business Platform, a paid service that lets companies connect with customers, and through click-to-WhatsApp ads on Facebook and Instagram. But Meta CEO Mark Zuckerberg has made it clear that he wants to go bigger. In an investor call earlier this year, he said the Business Platform is growing — but there’s more to be had.

This latest move is part of that broader vision.

“It’s the next natural evolution,” said Alice Newton Rex, VP of Product at WhatsApp. “Businesses have asked for more ways to expand their audience on WhatsApp, and we’re listening.”

Of course, introducing ads to a platform known for its privacy wasn’t going to be easy.

Meta promises it’s doing this slowly. The ads won’t pull content from your chats. Instead, targeting will be based on general user information — things like age, country code, language settings, and general location (not your exact address). WhatsApp will also look at how users interact with the Updates tab — such as which Channels they follow and what types of content they engage with.

For example, users can link their WhatsApp account to Meta’s Accounts Center — an optional setting that will let more personalized ads based on activity across Facebook, Instagram, and other Meta services. The feature is off by default and can be turned off at any time.

WhatsApp is also launching transparency features. You’ll be able to see why you’re seeing a particular ad, hide ads from certain advertisers, or report ads that feel inappropriate. The company says it’s trying to give users as much control as possible.

All this isn’t surprising in the broader context. With 98% of its revenue coming from ads, and buying WhatsApp in 2014 for $16 billion, it was only a matter of time before the platform started driving more ad dollars.

It’s not just Meta. Other platforms are doing the same. Discord introduced ads in 2024. Reddit has also grown its ad business significantly, recently reporting its first profit ever. In a challenging economic climate, even platforms that were originally built on community and privacy are looking to bring in advertisers.

For now, this doesn’t affect WhatsApp users much. But this is the beginning of a new era for the app. Ads have arrived — and while they’re currently only appearing in the Updates tab, it’s clear that Meta is laying the groundwork for something much bigger.