Meta’s WhatsApp to Introduce Advertisements in the ‘Status’ Tab, Not in Chat
Meta’s WhatsApp, a messaging app once known for its commitment to a clutter-free and ad-free experience, is set to introduce advertisements in the “Status” tab, not in the chat area. The move marks a significant shift in the company’s approach to monetization, as it seeks to capitalize on the app’s growing user base.
WhatsApp’s Head of the platform, Will Cathcart, explained the decision in an interview with the German publication, Spiegel. “We have built a business that fits with the usage habits of our users” Cathcart said. “It doesn’t disturb them when they’re reading their messages.” The “Status” tab, Cathcart emphasized, is distinct from the inbox and users utilize it differently.
The new advertising format is reminiscent of Instagram’s Stories feature, where users discover new products and services. Cathcart himself uses Instagram Stories to discover new products, he revealed. The rumors about introducing ads in WhatsApp’s inbox have been long-standing and Cathcart has publicly denied such plans, stating that the company has always intended to explore advertising in the “Status” area.
The move is part of a broader strategy to connect WhatsApp accounts with Facebook and Instagram profiles, providing the company with more user data and enabling more targeted advertising. However, the option to link accounts will be available in Germany only at a later time.
Concerns about WhatsApp’s potential to snoop on users’ conversations to tailor advertisements have been raised. Cathcart addressed these concerns, stating, “We say clearly: your personal conversations are end-to-end encrypted. We can’t read your chats, we can’t listen to your calls and we’re not listening in on your conversations, let alone using your conversations for advertising purposes.