WhatsApp is getting ads, Meta says they won't 'interrupt personal chats'

WhatsApp is gradually rolling out ads, which can be viewed as Meta's attempt to generate revenue from the popular end-to-end chat service. However, those who use WhatsApp purely for personal messaging, group chats, and video calls don't have anything to worry about, as Meta says, "You won't see ads."

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This is because ads are being rolled out in WhatsApp Status and Channels, a separate tab next to 'Chats' in the app. This social media-inspired section of the app lets you share status updates and follow different groups and channels related to specific subjects and interests. For many WhatsApp users, it's probably a section they rarely, if ever, see.

Meta adds that "personal messages, calls, and statuses are end-to-end encrypted and can't be used to show you ads," however, the country code of your account/phone number, device information, "general location," and the channels you follow will be used to deliver ads in WhatsApp.

"WhatsApp uses Meta's technology to show people ads," the company writes in the WhatsApp FAQ. "By default, we remove or alter personal information (like phone numbers) before sharing it with Meta so that Meta cannot identify you and is only able to suggest ads that may appeal to people who share broad characteristics such as a general area."

There are also ad controls to let you know why you're seeing a particular ad and the ability to manage ad preferences. Still, it's strange that WhatsApp is getting ads. Although separate from WhatsApp's chat features and functionality, seeing ads in the app will naturally upset some longtime users. Although WhatsApp messages, calls, and other personal interactions are end-to-end encrypted, and personal information isn't being tracked or logged, seeing targeted ads (albeit limited) is still something of a red flag.