Meta’s WhatsApp Update: 3 New Tools in the Updates Tab

As of June 16, 2025, WhatsApp introduces three major features in the “Updates” tab, transforming the platform beyond just a messaging app. These updates, aimed at engaging 1.5 billion daily active users, mark Meta’s intention to turn WhatsApp into a revenue-generating business platform.

Channel Subscriptions: Access Premium Content

WhatsApp now allows users to subscribe to their favorite Channels for a monthly fee in exchange for exclusive content. This enables channel owners to directly monetize their loyal audiences. For now, Meta doesn’t take a cut from these earnings; however, a future commission of up to 10% is under consideration.

Promoted Channels: Boosting Visibility

Through the Promoted Channels feature, channel owners can increase their visibility within the directory. This tool is particularly valuable for small businesses or new creators aiming to gain organic followers more efficiently.

Status Ads: Get Discovered Easily

Businesses can now showcase products or services through ads embedded in Status updates, making it easier to initiate conversations with potential customers. Meta emphasizes that these ads will be limited to the “Updates” tab and will not interfere with personal chats.

🔐 Privacy Approach: Minimal Data, Maximum Protection

WhatsApp ensures that these commercial features are grounded in its core privacy principles. Ad targeting is based only on limited data such as country/city, device language, followed Channels, and ad interactions. For users connected through the Accounts Center, additional data from Instagram/Facebook ad preferences may be used. Private chats, group messages, and phone numbers remain fully protected with end-to-end encryption.

Marker Groupe Perspective

These innovations offer new opportunities in the context of digital marketing and community strategies:

Channel owners can develop subscription-based content strategies to create new revenue models.
Advertisers can connect directly with users through Status ads.
Promoted Channels can increase visibility and strengthen brand awareness.
At Marker Groupe, the adaptation of these opportunities by the companies we advise could be the key to strategic transformation.

While WhatsApp maintains its chat-centric foundation, it continues to enhance its commercial potential—enabling organizations to create impact through natural user engagement.