Meta-owned messaging platform WhatsApp has begun rolling out ‘Status Ads’ and ‘Promoted Channels’ to a select group of users in India and other regions. The move marks WhatsApp’s long-anticipated entry into the world of in-app advertising, potentially changing how users interact with the once ad-free, private messaging service.
The Status Ads format closely resembles how ads appear in Instagram Stories or Facebook. These ads will be introduced into the Status section of WhatsApp; a feature used by millions daily to share fleeting photos, videos, and updates.
By placing ads within the "Status" feed, WhatsApp intends to keep the messaging experience unaffected while gently introducing promotional content to users who already interact with short-form visual content daily.
Also being rolled out is a feature called Promoted Channels, a monetization feature targeted at brands, creators, and organizations. These are sponsored recommendations displayed beneath a user’s channels list; labelled as “Promoted” to distinguish them from organically followed content.
With WhatsApp’s active user base crossing 3 billion globally, including over 500 million in India alone, the app has massive untapped advertising potential. Meta has long hinted at monetizing WhatsApp to generate revenue, especially as growth for sister platforms like Facebook slows.
The rollout is currently in beta-testing phase and limited to specific users on the Android and iOS Beta channel. A broader rollout is expected by the end of 2025 once enough data is collected on user behavior and advertiser performance.
Meta is also reportedly testing tools for business accounts to sponsor Stories and establish e-commerce integrations through WhatsApp Business.