WhatsApp Introducing Ads May Spark Controversy in Europe
WhatsApp, the popular messaging app, is shaking things up by introducing ads because its parent company, Meta Platforms, is determined to generate revenue from this vast user base. After maintaining a commitment to keeping the platform free of advertisements for over a decade, this is a significant change.
The introduction of ads will be showcased in the app's Updates tab, accessed by approximately 1.5 billion users each day. Rest assured, intimate conversations between users will still remain untouched by these advertisements, as they are end-to-end encrypted. Meta promises to keep the personal messaging experience intact.
Meta will target ads to users based on factors such as age, location, language, followed channels, and their interactions with the ads they encounter. They won't resort to using personal messages, calls, or groups that a user is part of for ad targeting purposes. Users also have the option to opt out of any data sharing for ad targeting across any of Meta's platforms.
Privacy watchdogs have expressed concerns about Meta's approach, suggesting it might not comply with the EU's Digital Markets Act (DMA) and General Data Protection Regulation (GDPR) if data sharing for ads isn't truly optional. The European Centre for Digital Rights (noyb), led by privacy activist Max Schrems, even raised the possibility of legal action against Meta if they deem the company's actions non-compliant.
Max Schrems cautioningly expects some WhatsApp users to leave the platform in favor of Signal, an alternative messaging app that is non-profit and donation-funded, ensuring a commitment to user privacy.
WhatsApp has presented three advertising features to monetize the user base, including the introduction of channels that can charge a monthly fee for exclusive updates, enabling business owners to promote their channels' visibility to new users, and a feature that allows users to pay for priority message delivery during high-traffic periods.
Meta's revenue predominantly comes from advertising. In 2025, Meta recorded a staggering $164.5 billion (€142 billion) in total revenue, out of which a whopping $160.6 billion (€138 billion) was derived from advertising.
- The advertising feature introduced by WhatsApp could potentially impact the business model of other non-profit messaging apps like Signal, as users prioritize platforms that guarantee strict privacy measures.
- Despite the concerns raised by privacy watchdogs and potential legal action, Meta's revenue continues to rely heavily on advertising, with ad revenue contributing to over 98% of its total revenue in 2025.
