WhatsApp is launching three new advertisements in a global roll-out in the messaging app.
Meta -owned platforms say new advertisements will not be shown in one place as private chats, nor the contents of their messages – which are encrypted – is used to decide which advertisements to display.
Instead, WhatsApp will use the user’s country, city and language, as well as how they interact with other advertisements and follow which channels they follow to run the suggested material.
But those who have chosen their WhatsApp account to link to Facebook or Instagram will see more personal advertisements.
New advertising features will appear in a section called updates, which is a separate tab at the bottom of the app.
WhatsApp claims that there are 1.5 billion users globally.
Businesses with channels will be able to choose to promote advertisements in the update section to attract new followers, and also take a subscription to access additional materials.
WhatsApp will eventually take a 10% commission of that fee, and may also be the additional cost taken at the app store level depending on the size of the business.
The firms will also be able to advertise as a status update, which looks similar to an Instagram story and will link to start the chat if clicked.
Social media expert Matt Navra told The BBC that Meta is “putting the foundation of WhatsApp to become a mutilated platform on a scale”.
He said that it would not be without risk for the company, keeping personal chat private, privatizing the circumference of WhatsApp.
This can be a case, especially in markets like UK and Europe, said, where the app is mainly seen as a messaging tool with material feed or low hunger for advertisements.
He said, “Any perception that the app is making noise or Facebook-EFIT, will spark the backlash.”
It is no coincidence that the new features bring WhatsApp to the Facebook and Instagram of other meta platforms.
“Obviously there is overlap,” said WhatsApp boss Cathcart.
“We have stories on Instagram and have stories on WhatsApp, and now we have a way to promote ourselves, and we think it’s a good thing.”
He said that he believes that the step was “natural expansion of messaging services” and there was no disagreement for the characteristics of rival apps such as Snapchat and Telegram.
For Mr. Navara, it also shows a comprehensive change in the social media scenario.
“Feed is dying, public sharing is down, people are retreating in stories in DMS and small groups,” he said.
“Meta tried to convert WhatsApp into a platform, without feeling users and if they move very fast or start feeling like another advertising network, people may be decomposed or perhaps worse, the app may mistrust.”
WhatsApp recently angered the users with the introduction of a permanent button for the AI ​​Tool of Meta, Induced or removedAnd Mr. Cathcart said that users who did not want to see advertisements or wanted to follow the channels would not be forced.
“I want to emphasize that it will not affect your inbox,” he said.
“If you are using WhatsApp only for messaging, you are not going to see it.”
He said that the update section of the app was “not particularly popular” in the UK, but was more used in other parts of the world, and the firm “looks at feedback” about the incredible AI Tool – but the app had many other features that were also permanent.
“You can’t remove the channel button, you can’t remove the update button, you can’t remove the call button,” he said.
“I mean, we also do not want a service that has a lot of settings … It is also a complexity.”
