WhatsApp tests promoted channels and status ads—Here’s what’s changing

Meta is moving to further monetise WhatsApp with the limited rollout of two new advertising tools—Status Ads and Promoted Channels—targeted at businesses and creators.

In a fresh update to its Android beta app (version 2.25.21.11), WhatsApp is rolling out the Status ads and Promoted channels features to a limited group of beta testers. According to WABetaInfo, these tools are designed to help businesses and content creators expand their presence on the messaging platform, which boasts billions of users globally.

Status ads: WhatsApp’s take on story advertisements

Status ads are set to function in a way similar to ads on Instagram Stories. Business accounts will be able to insert sponsored content into users’ status feeds, interspersed with updates from friends and family. These ads will carry a “sponsored” label, making it easy for users to tell them apart from personal posts.

Importantly, users will still have some control over their experience. WhatsApp will allow them to block individual advertisers, ensuring they can avoid unwanted promotional content from specific sources in the future.

Promoted channels for broader reach

Also included in the update is Promoted Channels—a tool that allows creators, brands, and organisations to boost the visibility of their public channels. Like Status Ads, promoted listings will be clearly marked as “sponsored” to distinguish them from organically recommended channels.

This new feature is expected to offer creators a faster route to grow their audiences within WhatsApp’s directory, bypassing the slower, more organic discovery process.

Privacy protections remain in place

While the inclusion of ads might raise concerns about privacy, WhatsApp has reiterated that user privacy is not compromised. The company confirmed that these advertising tools are limited to public-facing spaces—status updates and channels—and will not intrude on private chats or group conversations.

In an earlier beta build (version 2.25.19.15), WhatsApp had already begun testing a transparency-focused feature that allows users to access detailed advertising activity reports. These reports detail which ads were shown, the advertisers behind them, and the dates they were viewed—marking a step towards more transparent ad practices.

As WhatsApp edges into the ad-centric creator economy traditionally led by platforms like YouTube, TikTok, and Instagram, these new features could become essential tools for small businesses and influencers. While they may not appeal to every user, they offer new opportunities for those aiming to reach wider audiences on the platform.