WhatsApp, once the poster child of pristine, ad-free communication, is now slowly but surely dipping its toes into the monetisation pool—with the temperature cranked up.
Meta’s latest move to introduce three new ad formats on WhatsApp marks a pivotal shift in how we perceive private messaging platforms.
While it assures users that their encrypted messages will remain untouched, the platform is expanding its commercial ecosystem through the Updates tab—a space that, until recently, remained relatively low-profile in Malaysia and much of the West.
But marketers are taking notice.
Ads won’t pop up in your chats, but if you’re exploring Channels, Stories, or Status updates—think of these as WhatsApp’s version of Facebook’s News Feed or Instagram Stories—you’ll now see promotional content from businesses, some of whom may also charge subscriptions for exclusive updates.
WhatsApp will eventually take a 10% commission from those revenues.
It’s a clever manoeuvre—”monetising the periphery,” as social media expert Matt Navarra puts it—without compromising the sanctity of one’s inbox… yet.
Why This Matters to Marketers
For Malaysian brands, particularly SMEs and those heavily reliant on WhatsApp Business for customer service and community engagement, this is a game-changer.
You now have the tools to:
Promote your channel via ads within WhatsApp itself.
Convert Stories into status-led campaigns that link directly to chats.
Offer premium content via subscriptions, turning your followers into paying fans.
This opens new, hyper-personalised marketing frontiers—especially for brands already adept at leveraging Instagram and Facebook.
WhatsApp, with over 1.5 billion users globally, is no longer just a customer service tool; it’s evolving into a full-funnel platform.
But with that evolution comes risk.
The Fine Line Between Function and Frustration
Meta’s balancing act—keeping the chat interface sacred while monetising everything else—is a delicate one.
In markets like Malaysia, where WhatsApp usage is ubiquitous and trusted, even a hint of “Facebook-ification” could backfire.
The backlash against the non-removable Meta AI button serves as a cautionary tale.
Consumers don’t just want privacy; they want control.
Being unable to delete the AI button, the Updates tab, or the Channels section could lead users to feel their space is being encroached upon—especially if they don’t see the value.
WhatsApp boss Will Cathcart acknowledges the complexity: “We don’t want a service with lots of settings… that’s complexity too.”
But is complexity worse than user resentment?
The Bigger Meta Picture
Make no mistake—this isn’t just a WhatsApp story.
It’s a Meta strategy.
As Navarra notes, “The feed is dying.”
Public sharing is dwindling.
Users are retreating into DMs and closed groups.
Meta is following the user, reshaping WhatsApp into a business-ready battleground—without triggering mass exit alarms.
If you’re a marketer in Malaysia, the message is clear: Now is the time to test WhatsApp’s new ad tools before the space becomes overcrowded or the rules change.
Start experimenting with click-to-chat funnels, targeted Updates ads, and exclusive Channel content.
Think micro-communities.
Think engagement-driven loyalty.
But also, tread with empathy.
Don’t shout.
Don’t spam.
Don’t be another annoying interruption.
Be valuable.
Be welcome.
Because in a world where the inbox is the last sacred space, earning trust is everything.
