WhatsApp opens advertising to promote channels: a new lever for brands

This marks a major evolution in the WhatsApp ecosystem. Sixteen years after its launch, a new chapter begins: Meta confirms the gradual introduction of sponsored formats within the app: WhatsApp Ads

Objective: Enable brands to grow their conversational marketing through a media lever inside the world's second largest social network.

For brands, this is a unique opportunity to access one of the most personal channels in daily life — directly inside WhatsApp’s native environment, without relying on external websites or emails, all while respecting new rules of engagement.

Source: WhatsApp Ads – Meta for Business

What is it exactly?

WhatsApp is introducing a new advertising format that allows a business or organization to:

• Create a WhatsApp Channel (for updates, offers, or news)
• Promote this channel through ads displayed inside WhatsApp
• Target users by country, language, and interests (via Meta’s ecosystem)

→ The user can subscribe in one click — without ever leaving the app.

Why This Is a Turning Point

Until now, brands mainly used WhatsApp for:

• Customer support (with WhatsApp Business API)
• Acquisition (via Click-to-Chat campaigns)
• Retention (catalogs, notifications, automations)

This update now turns WhatsApp into a full media broadcasting channel.

What You Can Now Do

• Build a “owned” audience — no algorithms, just like with email lists
• Send wide-scale updates, no need for email or SMS blasts
• Reach your customers where they’re truly active: on WhatsApp

How It Works

The ad rollout will happen progressively across countries — let’s hope Switzerland is among the first.

→ Ads will appear inside the “Status” tab of WhatsApp.

How Your Brand Could Use It

• Product updates and announcements
• Regular commercial offers
• Educational or inspirational content
• Exclusive launches or sneak previews
• Ambassador programs or private communities

What Sandra Can Set Up for You

• Creation, setup, and branding of your WhatsApp Channel
• Editorial guidance to structure your content strategy
• Integration with your Meta Ads campaigns
• Performance tracking and nurturing automation

As a complement to your conversational WhatsApp channel, your Channel becomes your direct news feed to customers.