Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Meta has confirmed that WhatsApp—one of the world’s most popular messaging apps—is set to introduce advertising in its Status feature, similar to Instagram Stories. This marks a major shift for the app, which has long prided itself on being ad-free and focused on private, encrypted messaging.
What’s Changing and Why It Matters
From a digital marketing perspective, this update introduces a new, high-engagement channel. WhatsApp’s Status—where users share photos, videos, and text that disappear after 24 hours—is already heavily used in markets across Latin America, India, and parts of Europe. Adding ads here gives brands the chance to reach new audiences in a more personal, less saturated environment.
Challenges for Advertisers
However, this won’t be without its hurdles. WhatsApp is a platform built on trust and privacy, and many users may push back against ads entering that space. There are also technical limitations: end-to-end encryption means Meta can’t offer the same level of ad targeting as on Instagram or Facebook. This could limit how personalised or relevant these ads feel.
An Opportunity to Reach People Differently
Still, this change represents a real opportunity. As user data becomes harder to access and track due to growing privacy regulations, marketers are looking for new, high-attention environments. WhatsApp Status could become just that—a way to get in front of users without interrupting their main messaging experience.
What Brands Should Do Next
For businesses, especially those with international reach or strong brand storytelling, WhatsApp Status ads could be a useful tool to build awareness. But the key will be subtlety and relevance—ads here should feel native, valuable, and respectful of the user’s space.
Final Thoughts
This move is both a challenge and an opportunity. It tests how far users are willing to accept advertising in their private apps—but it also gives brands a rare chance to engage audiences in a new way. The smartest marketers will proceed carefully and lead with value, not noise.
