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WhatsApp to start showing ads in parts of the app as Meta pushes for revenue growth
- WhatsApp, owned by Meta, is introducing new features in its 'Updates' tab to generate revenue without affecting user experience.
- The Updates tab, used by 1.5 billion people daily, will support paid channel subscriptions, promoted channels, and ads in the Status format.
- The subscription model allows channel admins to offer exclusive content for a monthly fee, helping creators and businesses earn revenue.
- Meta is rolling out tools to promote Channels within the directory, allowing admins to pay for placement.
- WhatsApp will display ads in the Status section of the Updates tab, similar to Instagram Stories format, to help users discover products and services.
- Monetization tools will not compromise user privacy, with personal messages and call metadata remaining encrypted and excluded from ad-targeting criteria.
- WhatsApp will use limited signals like country, city, language, followed Channels, and ad interaction to show relevant ads.
- Users may see personalization based on Instagram or Facebook activity if linked to Meta Accounts Center.
- WhatsApp assures it does not sell or share phone numbers with advertisers, keeping ad-targeting confined to the Updates tab.
- The introduction of monetization features in WhatsApp signifies a shift from the initial no-advertising stance of its founders, Brian Acton and Jan Koum.
- WhatsApp's new features will be gradually rolled out globally in the coming months.
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