WhatsApp adds discovery tools, ads, subscriptions

WhatsApp is rolling out three major updates to its “Updates” tab – channel subscriptions, promoted channels, and ads in Status – in a move designed to help users discover more content and help businesses grow their reach.

Driving the news.

• Promoted channels give admins their first opportunity to boost visibility in the directory, making discovery easier for users.
• Paid channel subscriptions let users unlock exclusive updates from their favorite creators or organizations for a monthly fee.
• Ads in Status allow businesses to showcase promotions and products, with a direct path for users to start conversations.

Why we care. The Updates tab, now used by 1.5 billion people daily, is becoming a hub for creators, brands, and businesses. The Updates tab now offers businesses the ability to promote channels, run Status ads, and build direct, high-intent customer conversations, all within a privacy-focused environment. It’s a rare chance to engage users in a trusted, mobile-first space they already use daily.

The bigger picture. Unlike Facebook or Instagram, WhatsApp has historically avoided ads in its main user experience. By confining monetization features to the Updates tab, Meta keeps private chats untouched while still creating space for commercial activity.

Privacy first. Meta says these features respect WhatsApp’s core privacy promise. Personal messages, calls, and groups remain end-to-end encrypted and won’t be used to target ads. Ad personalization will rely only on limited data like users’ city, language, and channel engagement.

What’s next. Businesses and creators interested in tapping into the new features can access more information through WhatsApp’s business resources. Meanwhile, the platform continues to evolve into a more business-friendly environment without sacrificing its messaging roots.