WhatsApp is set to introduce advertising and paid subscriptions as part of a broader strategy to monetize its platform. The changes will primarily affect the “Updates” tab, a dedicated section for viewing user “Statuses” and “Channels.” According to company officials, this section currently attracts 1.5 billion daily visits.

As part of the update, advertisers will be able to promote their own WhatsApp channels, which will be featured more prominently within the Updates tab. These channels allow brands, public figures, and organizations to share content with subscribers in a format similar to mass email newsletters.

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In addition to advertising, WhatsApp will also allow channel administrators to offer subscription-based content. This will let creators deliver exclusive messages to paying followers. Initially, Meta will not take a cut from these earnings, but it plans to introduce a 10% commission on subscription revenue in the future, according to WhatsApp VP of Product, Alice Newton Rex.

These monetization efforts align with Meta’s larger financial goals, especially as the company invests heavily in artificial intelligence. Notably, Meta recently committed $14.3 billion to acquire a 49% stake in Scale AI, a leading startup in data labeling, intensifying the pressure on its core advertising business to support these ambitious projects.