WhatsApp is introducing three new features to its Updates tab: Channel subscriptions, Promoted Channels, and ads within Status. According to the Meta-owned messaging platform, these are introduced in an effort to support creators, help users discover more relevant content, and provide businesses with new opportunities to reach their audience.
A key part of the rollout is support for subscription-based Channels, which allows users to back their favourite Channels and receive exclusive updates for a monthly fee. WhatsApp says these are marked with a diamond icon to distinguish them from free ones, and each is subject to moderation. The latter is in place to avoid the spread of harmful content and ensure trust and safety for users.
The second feature, Promoted Channels, provides a new way for admins to increase the visibility of their content. These appear when users browse the Channel directory, offering a more curated discovery experience. The platform says this is the first time for it to provide tools for creators or organisations to directly boost their presence on the platform.
Thirdly, WhatsApp is launching ad support within Status updates, making it the first time for advertisements to appear on the platform. Users may start seeing promoted content from businesses in the section, which can include tappable links to start conversations about products or services. WhatsApp clarifies that the same moderation standards apply to these ads, helping to prevent misuse and maintain a positive user experience.
Importantly, WhatsApp emphasises that these new features are confined to the Updates tab and won’t affect private conversations. Personal messages, group chats, calls, and regular Status posts remain end-to-end encrypted, with WhatsApp reiterating that not even they can access this content. Ad targeting will be based on limited contextual data such as city, language, and user interactions. For users linked via Meta’s Accounts Center, ad preferences from other Meta services may also be used, but never phone numbers or private messages.
(Source: WhatsApp [official blog])
