WhatsApp rolls out Promoted Channels and ads in Status globally

After a period of limited testing in key markets, WhatsApp has announced that Promoted Channels and ads in Status are now available around the world.

While the features themselves are only really of interest to businesses on WhatsApp, the rollout will affect all users. In short it means that more in the way of sponsored content will be seen by everyone.

The appearance of sponsored content may feel unappealing on the face of it, but WhatsApp is taking measures to keep it somewhat separated from other content. By clearly labelling sponsored content for what it is , there should be no room for confusion – but this may only have a limited effect on the level of annoyance it causes some people.

In a post to X about the rollout, WhatsApp says:

Promoted Channels and ads in Status are available globally now, so you’ll likely start seeing them in the Updates tab if you haven’t yet.

These features help you find businesses and Channels to connect with right in WhatsApp. Your personal messages are end-to-end encrypted and off-limits.

Promoted channels are labelled in much the same way as sponsored content, making it clearer to users that particular listings may not occupy their position based on their own merits – money has been involved.

In its coverage of the rollout, WABetaInfo explains:

Promoted Channels give businesses greater visibility in the channels directory. Promoted channels are always highlighted in this section by displaying a small label. This indicator lets users clearly understand when a business has paid to promote its channel. For example, a local coffee shop could promote its channel to share seasonal offers with users in its city. Similarly, a new fitness studio could promote its channel to attract users in the surrounding neighborhood. As a result, businesses, creators, and organisations can reach a wider audience, increase engagement, and build stronger connections with users who are interested in their content. Businesses interested into learning about promoted channels can subscribe here to get notified on upcoming developments.

If you do not see this type of content immediately, it is only a matter of time before it makes an appearance. How do you feel about this?

Image credit: Mino Surkala / Dreamstime.com