The decision to start advertising on WhatsApp marks a major shift for a private messaging service that has long positioned itself as being different from other social media platforms. https://thewire.in/tech/whatsapp-introducing-advertising-is-a-potentially-lucrative-but-risky-move
WhatsApp’s move still feels different.
The platform’s identity is deeply tied to privacy, simplicity and intimacy. It is not a social media feed, it’s a communication tool. And a tool which many people use to share personal or sensitive information.
And even if adverts are not based on message content, they may still end up being quite personal to users because of all the other data Meta has access to through Facebook and Instagram. Information about who you talk to, and how often, is still accessible – and can be used for targeted advertising.
So if Meta already knows your favourite sports team or holiday destination for example, it may show ads related to this information. If you’ve been chatting with friends on Whatsapp about a recent fixture or planned trip, it may feel strange if you then start seeing ads on those themes.
by Janina Steinmetz and Yusuf Oc
26/06/2025