WhatsApp Ads Are Coming: What You Need To Know (And Should You Jump In?)
If you haven’t heard the news yet, WhatsApp is officially getting ads. Yep, that little green app on your phone where you chat with mum, send memes to mates, and voice-note clients is about to look a bit different.
Announced earlier this week, Meta will soon roll out banner ads inside the WhatsApp chat list, just above your most recent conversations (NYT, The Verge). Meta is hoping this will unlock new revenue streams from its two billion+ WhatsApp users.
A little ironic, considering WhatsApp’s original founders once promised: “We don’t sell ads” (WhatsApp blog). Well, times change.
How Will WhatsApp Ads Work?
According to WhatsApp’s own FAQ (WhatsApp), this first wave of ads will be non-intrusive banners that take you to an external site or product page when clicked. No, you won’t see pop-ups inside private messages (yet).
Businesses will also continue to run Click-to-WhatsApp Ads on Meta platforms, like Facebook and Instagram, to drive customers into chat-based conversations on WhatsApp ( DoubleTick).
Should You Be Using WhatsApp Ads?
Some marketers are already calling this “the next big thing” in performance marketing (Hello Charles). And it could be, for the right brand and the right audience.
Pros:
It’s personal: You’re reaching people in an app they check constantly.
High open rates: WhatsApp messages have a far higher open rate than emails (Inspire).
Perfect for conversational commerce: If you sell through chat, WhatsApp is gold.
The Downsides You Need To Know
Plenty of users (and marketers) are wary and for good reason.
Cons & risks:
User backlash: People don’t expect ads here. It could feel invasive (TechRadar).
Spam risk: Badly executed WhatsApp marketing can get flagged fast, even result in account restrictions (Zoko).
Is it really effective? Some marketers on Reddit say results are still “hit or miss” (Reddit).
Is It the Next Big Thing or Just Another Way to Annoy Your Customers?
WhatsApp ads could be a great opportunity, if your brand already uses chat to sell or support customers, and if you tread lightly (no spamming!). It’s definitely not a silver bullet. And it’s early days, Meta is still figuring this out as they go.
If you’re curious about testing WhatsApp Ads or building a smart Click-to-WhatsApp strategy, Dadek Digital can help. We’ll make sure you’re not “that brand” that annoys people and we’ll track what actually works.