Next Big Ad Network: Whatsapp?
WhatsApp Ads’ $10 billion in annual revenue within just a few years?
Oh no.
WhatsApp is no longer just a messaging app; it’s entering the Ad Tech Arena, and quietly positioning itself as Meta’s next multibillion-dollar ad monetization engine.
With 1.5 billion users globally, WhatsApp is now rolling out 3 new ad formats.
While Meta claims personal messages will remain untouched, the platform’s Updates tab is now open for business, literally. Businesses can promote themselves via:
- Status Ads (Like Instagram Stories),
- Sponsored Channels with exclusive content,
- And targeted ad placements based on country, city, and language.
These features don’t currently appear inside private chats, but that hasn’t calmed the skepticism.
“Meta is laying the foundation for WhatsApp to finally become a monetisable platform at scale,” said social media expert Matt Navarra. But he also warned that “any perception that the app is becoming noisy or Facebook-ified will spark backlash.”
Meta is playing the long game.
Analysts project over $10 billion in annual revenue from WhatsApp ads within just a few years. Evercore’s Mark Mahaney writes:
“If Meta earns even $6 in average ad revenue per daily user and grows Updates tab usage from 1.5B to 1.7B, WhatsApp could generate $10.2B in annual ad revenue and $5B in operating income.”
From $19B Acquisition to Monetization Machine
Meta acquired WhatsApp in 2014 for $19B. Despite the massive user base, monetization has remained minimal, until now…
With Stories, Channels, AI integrations, and paid features rolling out, WhatsApp is starting to mirror the business models of Instagram and Facebook.
“We have stories on Instagram and stories on WhatsApp,” said WhatsApp head Will Cathcart. “We think it’s a natural extension of messaging services.”
But there’s a risk. In Europe and the UK, where WhatsApp is primarily seen as a private tool, users are already reacting negatively to Meta’s unremovable AI button and increasingly commercial design.
Still, the opportunity is huge. WhatsApp’s messaging volume rivals global SMS traffic. Now, Meta is pushing into ad tech territory without explicitly saying so.
Whether it becomes the next major ad network depends on how fast and how carefully Meta moves.
New UA Channel for Mobile Games?
Not a scalable UA channel, but WhatsApp could evolve into a niche, community-first UA tool for mobile games, especially for building followers and soft game promotion. Long-term, if Meta integrates deeper install-focused ads, it could become a serious player – maybe.
Potential:
- Massive Reach: 2B+ users, strong in high-growth markets.
- New Ad Formats: Status, Updates & Channels enable branded visibility.
- Cross-Platform Retargeting: Meta-Link unlocks broader UA.
- Direct Chat Entry?
Limitations:
- No In-Chat Ads: Ads stay outside private conversations.
- Limited Install Flow: No native app install deep links yet.
- User Sensitivity: Especially in Europe, ads risk backlash.
- Early Stage: Ad tools, formats & performance tracking are still basic.
Whatsapp & Meta back then?
Koum’s departure marked a symbolic turning point for WhatsApp.
What began as a product rooted in simplicity, privacy, and ad-free communication has gradually shifted toward Meta’s broader monetization strategy.
While end-to-end encryption remains in place for now, the steady introduction of business tools, data-sharing practices, and most recently, advertising features, reflect how far the platform has drifted from its original ideals. For many, Koum’s exit was not just about a leadership change, it was a clear signal that WhatsApp’s future would be shaped more by commercial pressures than by the privacy-first vision its founders once championed.
