WhatsApp is introducing three significant advertising features as part of a global rollout, marking a pivotal shift in its monetization strategy.

Meta announced on Monday that businesses can now run status ads on WhatsApp, which appear only in the app’s “Updates” tab to keep ads separate from personal chats.

These ads invite users to engage directly through WhatsApp messaging.

Meta will also start monetizing WhatsApp’s Channels feature with search ads and subscriptions.

Businesses with channels can promote ads in WhatsApp’s Updates section to gain new followers and offer paid subscriptions for exclusive content.

WhatsApp will take a 10% cut of subscription fees, and app store fees may apply depending on the business size.

Companies can now advertise using status updates that look like Instagram stories, allowing users to tap and begin a chat instantly.

The new features clearly align WhatsApp more closely with Meta’s other platforms, Facebook and Instagram.

“Obviously there’s overlap,” said WhatsApp boss Will Cathcart.

“We have stories on Instagram and stories on WhatsApp, and we now have a way for businesses to promote themselves in both, and we think that’s a good thing.”

He said he saw the move as a “natural extension of messaging services,” similar to features offered by competitors like Snapchat and Telegram.

WhatsApp recently drew criticism for introducing a permanent button for Meta’s AI tool that can’t be disabled or removed.

Cathcart emphasized that users won’t be forced to view ads or follow channels if they don’t want to.

“I want to stress this won’t affect your inbox,” he said.

“If you’re only using WhatsApp for messaging, you’re not going to see this.”