WhatsApp is rolling out a set of new features aimed at helping users discover more content and businesses through its Updates tab, while maintaining its longstanding focus on privacy and end-to-end encryption.

Used by 1.5 billion people daily, the Updates tab – which houses Channels and Status – is getting three new capabilities: paid channel subscriptions, promoted channels, and ads in Status updates. The goal, says WhatsApp, is to allow creators and businesses to grow their reach without affecting the core private messaging experience that defines the platform.

“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,” said Nikila Srinivasan, VP of Business Messaging at Meta.

Monetisation and discovery come to Channels

With channel subscriptions, users can opt in to receive exclusive content from their favourite creators or organisations for a monthly fee. It marks WhatsApp’s first step into channel monetisation – a move expected to be particularly beneficial for content creators and community groups seeking sustainable growth.

In addition, promoted channels will help users discover new accounts tailored to their interests. When browsing the directory, users will start to see recommendations for channels they might like, giving admins a new avenue for visibility.

Businesses get spotlight via Status ads

WhatsApp’s most consumer-facing update comes in the form of ads appearing in Status, the feature that allows users to post short-lived photo and video updates. These ads will allow users to discover businesses and initiate conversations directly about promoted products or services.

A privacy-first approach

WhatsApp, owned by Meta, insists these updates do not compromise the platform’s privacy ethos. Personal messages, calls, and groups remain end-to-end encrypted and are not used to target ads.

Instead, ads will be shown based on limited information such as the user’s city, language, followed channels, and interactions with ads. For those who’ve linked their WhatsApp account via Meta’s Accounts Center, ad preferences from other Meta platforms may also be used.

“Your personal messages, calls, and statuses remain end-to-end encrypted. What this means is that no one, not even us, can see or hear them,” Srinivasan added.

Importantly, these features are confined to the Updates tab, ensuring a clear separation from users’ private chats.