Meta brings ads to WhatsApp—will it reshape how brands engage consumers?

After years of speculation, Meta has finally turned WhatsApp into an ad-serving platform, though not within your chats (yet). Brands can now purchase space in the Updates tab, previously known as Status, thereby opening a new front in the digital advertising landscape.

The decision comes at a time when nearly every digital platform is introducing new advertising surfaces, such as Netflix’s ad-supported tier, Amazon’s ad overlays, and premium offerings on Spotify and YouTube. However, WhatsApp is a unique platform. It is personal. It is private. Now, it serves as a playground for marketers.

WhatsApp Business already provides brands with opportunities to engage consumers through catalogues, click-to-chat features, and AI assistants. For the first time, Meta is allowing businesses to buy visibility through ad placements, similar to the methods used on Instagram or Facebook.

We spoke to a cross-section of consumer brand leaders and agency heads to explore whether WhatsApp ads will transform the media mix. Will budgets be redirected from Meta platforms such as Facebook and Instagram? Or is this just the beginning of Conversational Commerce 2.0?

A new era of personalised marketing?

"It’s not a browsing platform; it's a space of trust and intimacy," says Anindita Biswas, who serves as the chief strategy officer at Foxtale.

Foxtale considers WhatsApp ads to be a significant milestone. “Advertising in this space should provide real value, such as personalised skincare tips or reminders, rather than generic promotions,” adds Biswas.

Manasa Garamella, co-founder of kindlife.in, also expresses the same optimism: “WhatsApp is a high-intent touchpoint for both discovery and conversion. We already use an AI tool (Kiki.ai) for personalised shopping on WhatsApp; it fits perfectly into our larger vision for conversational commerce.”

Pulkit Verma, chief business officer of digital at The House of Rare, notes that “WhatsApp already drives conversions”, and the integration of campaign execution and analysis within a single platform will further enhance the capabilities available to marketers.

Will budgets shift from Meta's existing platforms?

“ROI is difficult to predict right now. If WhatsApp proves its worth in retention or loyalty funnels, we may invest—but not by cutting working platforms like Instagram just yet,” says Rahul Dayama, founding partner of Urbanic.

Garemell from Kindlife.in also agrees that, to avoid immediate impact on other initiatives, "we will conduct tests with minimal expenditures".

If the platform demonstrates effectiveness, Foxtale is willing to allocate dedicated budgets not by reallocating from other platforms but by creating campaigns tailored to this "unique ecosystem”.

“If WhatsApp delivers incremental value, we’ll consider allocating fresh budgets rather than repurposing existing ones. It comes down to campaign objectives: conversion versus engagement,” points out Verma.

Shaifali Gautam, CMO at Caratlane, sums it up candidly, “There’s no such thing as a fresh marketing budget lying around. If it works, we’ll reallocate.”

The personal vs promotional debate

Poulomi Roy, CMO at Joy Personal Care (RSH Global puts it bluntly, “We’ve already crossed the privacy bridge as digital consumers. That said, execution will make or break the user experience.”

The idea of advertising in what many still view as a private space triggers mixed reactions. Dayama of Urbanic emphasises that both tone and timing are crucial. “It’s about feeling earned, not forced. If it feels invasive, it can harm brand equity.”

“We will only participate if it feels organic and respectful,” says Yogesh Agarwal, who serves as the country partner for Savana by Urbanic. He believes that aggressive sales tactics may have negative consequences.

What types of campaigns are likely to be effective?

Gautam of CaratLane suggests that product-led campaigns that seamlessly integrate with the platform and avoid being overly disruptive will be most effective. Engagement is essential. “It shouldn't merely be a static swipe-left-right ad; something more interactive or story-driven will be more effective.” 

According to Dayama, utility and exclusivity matter. "Consider early access links or curated suggestions after purchase, rather than relying on banner ads."

Roy emphasises that execution should align with the platform’s tone: “WhatsApp is informal—emojis, short messages, even audio. The tone must align with the medium."

Verma from The House of Rare notes that brands that lean into chat-based discovery and support will thrive. "That’s the context users expect,” he adds.

Beyond metros, into messaging

To succeed in Tier II and beyond, focus should be on hyperlocal strategies, believes Gautam, while Biswas emphasises the daily significance of WhatsApp in Tier II and III India, identifying it as a robust option for fostering community development. She notes that this could represent a new layer of "trust and connection”.

Even individuals who are not particularly digitally savvy utilise WhatsApp. However, regional language content will be essential for genuine connection. 

“With the appropriate vernacular tools and cultural nuances, WhatsApp has the potential to surpass Instagram in regional markets,” says Agarwal.

Agencies' perspectives on WhatsApp ads

Brands are approaching their spending with cautious optimism, while digital agencies responsible for developing these strategies are interpreting the implications of WhatsApp ads for platform planning, privacy, and creative storytelling.

"It’s a cruise ship. You can’t make sharp turns,” says Hemal Majithia, founder, OktoBuzz. He views the rollout as a component of Meta's deliberate and measured evolution. 

“WhatsApp is a platform that is sensitive to user behaviour. You cannot simply inundate users with ads and expect them to embrace them. Brands need to adopt a discovery-first mindset, rather than a sales-first approach," he adds.

He emphasises that the format isn’t disruptive yet, since ads live in the Updates tab and not in chats. “The chat experience is sacred. Meta’s careful not to cross that line for now.”

What about privacy?

Majithia points to Meta’s greater transparency this time around. “They’re only using general locations, not GPS. No access to contacts. This is the most vocal they’ve ever been about data safeguards.” He also sees it as a complementary layer to WhatsApp Business, not a competing one.

"Relevance that feels personal—that’s the new creative brief," says Garima Vishnoi, SVP, White Rivers Media.

She cautions, however, that it brings a new set of expectations: “Users desire control and zero fatigue.” Every decision must be guided by relevance, transparency, and restraint.

Vishnoi recognises the potential for WhatsApp to complement, rather than substitute, wider digital strategies. This can operate in conjunction with WhatsApp Business to enhance discovery and retention. Only brands that enter with intention will endure, she says.