WhatsApp on Monday announced that it will soon introduce advertisements and other paid features in a major shift for the messaging app, which has mostly remained ad-free since its launch. The move marks WhatsApp’s most significant step toward monetisation since it was acquired by Meta in 2014.

WhatsApp is set to introduce significant advertising features that allow businesses to reach users while keeping personal chats ad-free. This marks a major shift for the messaging app, which has maintained a largely ad-free experience since 2014.

Promoted Channels: WhatsApp will begin surfacing new Channels in the directory, giving admins a way to enhance their visibility and attract followers. Ads in Status: Businesses will be able to promote products or services via Status updates, with users given the option to start a conversation directly from the ad.