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WhatsApp is introducing three new ad features globally, but the Meta-owned platform is assuring users that their privacy remains protected. The ads will not be displayed within private chat areas, and the content of encrypted messages will not be used to personalize ad targeting.
WhatsApp will instead use the country, city and language of the user, as well as how they interact with other ads and which channels they follow, to drive suggested content.
But people who have chosen to link their WhatsApp account to Facebook or Instagram will see more personalized ads.
The new ad features will appear in a section called Updates, which is a separate tab at the bottom of the app.
Businesses with channels will be able to choose to promote ads in the Updates section to attract new followers, and also charge a subscription to access extra content. WhatsApp will eventually take a 10% commission of that fee, and there may also be extra costs on top of that taken at the app store level depending on the size of the business.
Firms will also be able to advertise in the form of a status update, which looks similar to an Instagram story and will link through to start a chat if clicked on.
It's no coincidence that the new features bring WhatsApp more in line with Meta's other platforms Facebook and Instagram.
WhatsApp angered users recently with the introduction of a permanent button for Meta's AI tool, which cannot be deactivated or deleted, and Mr Cathcart said users who did not want to see ads or follow channels would not be forced to.
"I want to stress this won't affect your inbox," he said.
"If you're only using WhatsApp for messaging, you're not going to see this."
He said the Update section of the app was "not particularly popular" in the UK but was used more in other parts of the world, and the firm would "look at the feedback" about the unremovable AI tool - but there were many other features of the app which were also permanent.
