WhatsApp's decision to start showing ads within the app has set off alarm bells among those who closely follow digital privacy issues. Although the company assures that messages will continue to be protected with end-to-end encryption, the fact that it is opening up advertising space raises important questions about where the platform is headed.
Why are ads on WhatsApp a cause for concern, and what risks do they pose to your privacy?
Some see this change as more than just the addition of ads. For many, it could be the first step toward a model where more and more personal information is collected to feed personalized advertising systems. This direction goes against what WhatsApp promised to be from the beginning: a secure, private, and distraction-free app.
The arrival of ads, some observers say, is rarely an isolated move. It usually marks the beginning of a more monetization-focused strategy, in which user data (such as behavior, contacts, or interests) takes on much greater commercial value.
“When advertising enters a messaging app, it's not just an aesthetic or commercial issue: it almost always comes with deeper data collection,” say critics.
Even if messages remain encrypted, the real sticking point is metadata: who you talk to, at what time, from where, and for how long. All of this information can be used to profile you as a user and show you more targeted ads. And that kind of use, especially if it is not communicated with complete transparency, can be uncomfortable or worrisome for those who value their privacy.
What information would WhatsApp have access to in order to show you ads?
Although WhatsApp insists that your messages will remain encrypted (meaning that no one can read them), there is other data that could be used to show you more personalized advertising. We're talking about things like your approximate location, your phone's language, your activity in the States, how you interact with Channels, and even your history within the Updates tab.
In addition, there is the issue of Meta's Account Center, where you can link your WhatsApp, Facebook, and Instagram profiles. By making that connection, Meta has the ability to cross-reference data between platforms, which opens the door to much more targeted advertising... but also much more invasive advertising.
“Meta says your chats are private, and in theory they are. But let's not forget that their business is based on collecting data. It's not just about annoying ads; the point is how far that collection goes.”
What about consent? Do we really give it?
One of the biggest concerns is how these changes are implemented. Sometimes they seem like small, almost imperceptible adjustments, but little by little they change the rules of the game. In the end, many users end up accepting conditions without really knowing what they are saying yes to, just so they can continue using the service.
This is especially true in regions with strong data protection laws, such as Europe, where platforms are required to be more transparent. Even so, there are doubts about whether the consent given by users is truly free and informed, or whether it is disguised among confusing forms and automatic “accept” buttons.
Although WhatsApp has made it clear that it will not share your phone number or read the content of your messages, what is concerning is the way in which information about you is gradually accumulated. And that accumulation, over time, can become quite invasive.
Read more: Private Processing for AI Tools in WhatsApp
How will ads work on WhatsApp?
Advertising is gradually coming to WhatsApp, and for now it will only appear in the Updates tab (yes, that space where your contacts' statuses (those posts that disappear in 24 hours) and Channels are mixed), which are used by brands, media, or creators to share content.
According to Meta, this section receives more than 1.5 billion visits per day, so it's not surprising that they chose to start there.
In this first stage, ads will appear between statuses, much like what you already see on Instagram: short, visual posts that appear between your contacts' content. In addition, there will be promoted channels (i.e., paid recommendations from brands) and others with exclusive subscription content.
However, Meta has assured users that ads will not appear in your private chats, groups, or calls. The company also insists that your messages will continue to be protected by end-to-end encryption, and that ads will only be displayed based on general data, such as your phone's language or your activity within the Updates tab.
For now, this feature is only being tested with a few specific companies and partners, and the plan is to roll it out gradually over the coming months. Although your conversations won't be affected (for now), many people are keeping a close eye on developments, because they know that today's small changes could define the level of privacy we have tomorrow.