WhatsApp has ads now, but only in the Updates tab

It has been a long time coming — seven years since Meta first announced its plan to do so, in fact — but ads are starting to appear in WhatsApp as of Monday. They'll only be visible on the Updates tab and the company says those who use the app only to chat with family and friends really won't see any change to their WhatsApp experience. The same goes for two other new features: channel subscriptions and promoted channels. "We've been talking about our plans to build a business that does not interrupt your personal chats for years and we believe the Updates tab is the right place for these new features to work," a company blog post reads.

WhatsApp users will be able to chat to a business that's using the Status tab to advertise a product or service, according to Meta. The company says it will use some user data for ad targeting, including your device's language, country or city, channels you follow and how you interact with ads. If you've added WhatsApp to Meta's Accounts Center, the company will use your ad preferences and info from across your Meta accounts. Meta says it won't sell or share your phone number with marketers. Nor will it tap into your chats, calls and status for ad targeting — those will all still have end-to-end encryption.

The Status tab is valuable screen real estate. Meta says more than 1.5 billion people use it every day. Advertising is still by far the company's largest stream of revenue so the only really surprising thing about Meta starting to show ads in WhatsApp is that it took so long. After all, the company could probably do with more ways of making enough money to underwrite parts of the business that may take a long time to turn a profit, if they even get to that point.