WhatsApp Launches Paid Channels and In-App Ads, Signaling Major Monetization Shift

WhatsApp has just rolled out a major update, marking a significant departure from its traditionally free model by introducing features that allow monetization through subscription fees and ads.

For the first time, channel owners will be able to charge a monthly subscription fee, giving followers access to exclusive updates. This move introduces a fresh revenue stream for creators, influencers, and brands.

The changes center around the "Updates" tab", which was previously a space for following news, brands, and celebrities. With the new rollout, channel admins can now offer premium, real-time content to their most engaged audiences—directly in exchange for a recurring fee. While many channels will remain free, admins can now set subscription prices within a range specified by WhatsApp.

Another major feature included in the update is the ability for channel admins to boost their visibility using Meta’s Ads Manager. Much like the ad-buying experience on Facebook and Instagram, creators and brands on WhatsApp will be able to set budgets, define campaign goals, and pay to promote their content or channels.

Direct Messaging Through In-App Ads

WhatsApp is also introducing in-app ads within the "Updates" tab, allowing users to message businesses instantly. Whether it’s product inquiries or customer support, this update simplifies the communication flow—removing the need to navigate through Facebook or Instagram to initiate a chat on WhatsApp.

The aim is to create a more seamless experience for users while enabling brands to engage directly within the app. Major companies like Verizon, Wendy’s, and L'Oréal are expected to benefit from this direct-to-consumer approach.

Core Messaging Remains Unchanged

Despite these monetization updates, WhatsApp has reassured its 1.5 billion users that its core chat interface will remain unchanged—still free, end-to-end encrypted, and free from ads.

The new features will roll out globally in the coming months and signal Meta’s continued push to turn WhatsApp into a fully integrated messaging and commerce platform—without compromising its privacy-first reputation.