Meta introduces ads in WhatsApp status

Meta has rolled out a new advertising feature that allows businesses to place ads within WhatsApp status. The ads will appear only in the updates tab, where status and channels are hosted, and will not be visible in personal chats or calls. When clicked, these ads direct users to a WhatsApp chat with the business.

To use the feature, businesses must have a WhatsApp Business account or API integration linked to their Facebook Page or business portfolio. Ads can be created through Meta Ads Manager under campaign objectives such as traffic or engagement, with the messaging app selected as the message destination.

The status placement supports targeting by location, age, and language. The company noted that ads may also be shown to messaging app users whose age information is not available, though these ads must be suitable for all ages. Advertisers can choose to exclude this group.

Advantage+ audience and placement tools are enabled by default to broaden campaign reach, though advertisers may opt for manual placement. In such cases, selecting Instagram Stories is required alongside WhatsApp Status.

Ad formats include single images or videos up to 30 seconds, along with a customisable message template. Once approved, ads will appear in Status and performance metrics such as impressions, clicks, and conversations initiated can be tracked in Ads Manager.