WhatsApp Ads in Status and Channels: The Next Big Opportunity for Global Brands

Meta recently introduced a new WhatsApp ad placement. With this update, ads no longer appear only on Facebook and Instagram. Brands can now promote directly inside WhatsApp’s Updates tab.

This change matters. Users can discover a brand, start a conversation, and request support or product details without leaving WhatsApp. There is no website jump and no app switch.

According to Meta, the Updates tab now attracts over 1.5 billion daily users globally (Meta earnings disclosures, 2024). This signals a clear shift. WhatsApp is evolving from a pure messaging tool into a customer acquisition channel.

For cross-border brands and eCommerce teams, this is more than a feature update. It marks a new phase of private traffic growth. Early adopters can reach high-intent users, lower acquisition costs, and build direct customer relationships at scale.

In this guide, we break down what WhatsApp ads are, how the Updates ads work, and how brands can turn this update into measurable growth.

What This Guide Covers

We will answer five key questions:

• What are WhatsApp ads?
• How do ads in the Updates tab work?
• Why should brands invest in WhatsApp ads?
• What challenges come after launching ads?
• How can brands maximize WhatsApp ad ROI?

What Are WhatsApp Ads?

Before launching campaigns, it is important to understand the two main types of WhatsApp ads.

1. Click-to-WhatsApp Ads

This format already exists and is widely used.

• Ads appear on Facebook or Instagram
• Users click the ad
• The click opens a WhatsApp chat with the business

The core value is simple. It moves public traffic from social platforms into WhatsApp, where brands can build private relationships.

2. Ads in the WhatsApp Updates Tab

This is the key change introduced by Meta.

These ads run entirely inside WhatsApp. Meta recommends content based on user interests and limited signals. Users can engage with brands without leaving the app.

There are two placements inside Updates.

Ads in Status

• Shown in the Status feed
• Similar to Instagram Stories
• Use images or short videos
• Include a “Message” button to start a chat

Ads in Channels

• Shown in the Channels discovery area
• Focus on content discovery and brand exposure
• Help brands grow channel followers

How Do WhatsApp Updates Ads Work?

WhatsApp ads do not appear in private chats.

They only show in:

• Status
• Channels

Users see them naturally while browsing updates from friends or followed channels.

1. Ads in Status: One-Click to Conversation

Brands can showcase products using:

• Images
• Videos
• Text
• Voice notes

From discovery to conversation, the process takes one click. Users tap “Message” and start chatting instantly inside WhatsApp.

This short path reduces drop-off and removes friction. Brands can immediately handle:

• Product inquiries
• Service explanations
• Pre-sales conversations
• After-sales support

The entire journey happens inside WhatsApp.

2. Ads in Channels: Build Long-Term Exposure

Channels allow one-way broadcasts from brands to followers.

Channel ads help brands:

• Gain visibility in channel discovery
• Attract high-intent followers
• Send ongoing updates and promotions

Once users follow a channel, brands can continuously share content. This supports long-term engagement rather than one-time clicks.

Privacy and User Experience

Meta states that ad recommendations rely on limited data only, such as country, language, followed channels, and Past ad interactions.

Private chats, calls, and messages remain end-to-end encrypted. This keeps the core communication experience clean while giving brands a low-intrusion exposure channel.

Why Should Brands Invest in WhatsApp Ads?

The goal of advertising is not traffic alone. It is qualified conversations that convert.

WhatsApp ads offer three clear advantages.

1. Native Format With Low Resistance

Ads in Updates blend into content feeds. Users discover them while browsing, not while being interrupted.

Because recommendations match user interests, trust builds faster. Compared with traditional display ads, these placements feel more natural and receive higher acceptance.

2. One Interaction Unlocks Long-Term Reach

Once a user starts a conversation, the brand gains a direct communication channel.

Brands can continue engaging users with:

• Product updates
• Promotions
• Re-purchase reminders
• Customer support

This is the power of private traffic. One ad click can lead to repeated interactions over time.

3. Higher Intent, Less Waste

Users who actively message a brand show clear intent.

This means:

• Fewer invalid clicks
• Higher-quality leads
• Lower cost per conversation

In practice, this translates into better lead quality and lower operational friction for support and sales teams.

What Challenges Come After Launching WhatsApp Ads?

This update brings opportunity, but also new operational pressure.

Once ads go live, many brands face issues such as:

• Slow response to incoming messages
• Missed chats across multiple WhatsApp accounts
• No follow-up after the first inquiry
• Scattered data with no clear attribution

The real challenge is not traffic. It is about capturing, managing, and converting that traffic at scale.

How to Maximize WhatsApp Ad Performance

Launching ads is only the first step. As conversation volume increases, brands require a professional system to manage demand.

By connecting WhatsApp to SaleSmartly, brands can turn ad traffic into measurable results.

Automated Reception and Faster Response

With automation and AI bots, brands can:

• Send instant welcome messages
• Answer common questions automatically
• Respond 24/7, even outside business hours

This ensures every ad-driven inquiry receives a timely response, improving satisfaction and conversion rates.

Unified Customer Data and Ad Attribution

SaleSmartly automatically tracks where each customer comes from.

Whether a user arrives via:

• TikTok Ads
• Facebook or Instagram ads
• WhatsApp ad clicks
• Social links

The system records the exact source inside the customer profile.

All data lives in one place:

• Customer details
• Chat history
• Interaction behavior
• Ad source

Teams can segment users by source, behavior, or lifecycle stage. This enables targeted follow-ups, personalized campaigns, and higher repeat purchase rates.

Clear Ad Performance Tracking

SaleSmartly provides visual dashboards that show:

• Ad impressions
• Entry account and channel
• Conversation volume and engagement

With clear data, brands can evaluate performance, refine creatives, and optimize budgets based on real outcomes.

Final Thoughts

The launch of WhatsApp ads in Updates marks a major shift in WhatsApp’s commercial ecosystem.

WhatsApp is no longer just a messaging app. It is becoming a direct gateway for brand discovery, customer acquisition, and private traffic growth.

The market is still early. Competition remains low, and user acceptance is high.

For global brands, entering early means:

• Lower acquisition costs
• Higher exposure
• Stronger private traffic foundations

When WhatsApp ads work together with tools like SaleSmartly, brands can fully capture this opportunity and gain an edge in cross-border competition.

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Frequently Asked Questions

1. Will WhatsApp ads appear in my private chats?

No. All ads appear only in the Updates tab. Private chats, group chats, and calls remain ad-free.

2. Does WhatsApp read chat content to show ads?

No. Meta confirms that private chats, calls, and status messages are protected by end-to-end encryption. Ads rely only on limited data such as country, language, and followed channels.

Recommended Reading

The New Meta AI in WhatsApp: How to Use WhatsApp Meta AI Effectively

The Complete Guide to WhatsApp Message Templates: How to Reach More Customers Effectively

Creating a Click to WhatsApp Ad: A Complete Guide