Will Cathcart, the head of WhatsApp, which is owned by Meta, has indicated that the messaging platform may introduce ads in the Status feature, similar to Stories, and in channels. However, the main chat inbox is not expected to feature ads, according to Cathcart.
This statement was made during an interview with Brazilian media, as reported by TechCrunch. WhatsApp's move to introduce ads in certain sections of the platform is in line with the broader monetization strategies of its parent company, Meta.
“There could be ads in other places -- channels or status. For example, channels might charge people to subscribe, they might be exclusive to paid members or the owners might want to promote the channel. But, no, we won’t put ads in your inbox,” Cathcart told Brazilian media.
Meta, the parent company of WhatsApp, has clarified that it is not currently testing ads in the Status feature of the messaging platform in any country. This comes in response to earlier reports suggesting that Meta was exploring the introduction of ads in WhatsApp to boost revenue.
In September, a report claiming that Meta was considering ads in WhatsApp was refuted by Will Cathcart, head of WhatsApp. WhatsApp had previously considered introducing ads in the Status feature but had not implemented them.
While Meta's Instagram platform features ads, WhatsApp has remained ad-free since it was acquired by Facebook's Mark Zuckerberg for $19 billion in 2014. WhatsApp Business, a business-focused version of the platform, has seen substantial growth, surpassing 200 million monthly active users globally, up from 50 million in 2020.
In the future, WhatsApp plans to allow businesses to publish ads directly to Facebook or Instagram from the app, and users won't require a Facebook account for this feature. WhatsApp Channels serve as a one-way broadcast tool, providing a private means for users to receive updates from individuals and organizations that matter to them within the app.
(With Agency Inputs)
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