WhatsApp is introducing a suite of new features aimed at enhancing how users discover and interact with businesses and content creators, all within its Updates tab, now used daily by more than 1.5 billion people globally.
Announced in a blog post, the updates are part of WhatsApp’s broader effort to help creators, organizations, and businesses grow their reach and revenue, while preserving the app’s core promise of private communication.
What’s New in the Updates Tab
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Channel Subscriptions:
Select Channels can now offer exclusive content for a monthly fee. This creates a direct monetization path for creators and organizations, similar to paid newsletters or Patreon-style offerings, but fully integrated within WhatsApp. -
Promoted Channels:
A new discovery feature allows Channels to appear more prominently in the directory, helping admins reach new audiences beyond their contact list or existing followers. -
Ads in Status:
Businesses can now run ads within WhatsApp Status updates, providing a seamless way for users to discover and engage with brands. Tapping on a Status ad opens a conversation thread, making it easy for users to connect with businesses without affecting their private chats.
WhatsApp emphasized that all of these features will remain limited to the Updates tab, ensuring that personal messages and group chats remain untouched and ad-free.
Privacy and Personalization Still a Priority
The platform reaffirmed its commitment to privacy, noting that personal messages and group chats continue to be protected by end-to-end encryption. For personalization, WhatsApp will use general information such as user location, language, and interactions with Channels to tailor content and ads.
Users who link their WhatsApp with Meta’s Accounts Center may see shared ad preferences across Meta platforms. However, WhatsApp clarified that phone numbers won’t be shared or sold to advertisers, and personal chats won’t be scanned for ad targeting.
Monetization for Emerging Markets
The latest updates align with WhatsApp’s long-term strategy to help businesses reach customers in emerging markets, where messaging apps are increasingly becoming the main channel for digital commerce and customer engagement.
By combining discovery, communication, and monetization, all in one platform, WhatsApp is positioning itself as more than just a messaging app, but a growing hub for content and commerce.
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