WhatsApp Rolls Out Ads: Is It Worth It For Gold Coast Businesses?
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What’s new: WhatsApp is no longer just for messaging
For the first time since acquiring WhatsApp in 2014, Meta is bringing ads into the app. The update is focused entirely on the Updates tab, not your private chats.
Starting June 2025, WhatsApp is testing three monetisation features:
- Channel Subscriptions – Users can pay to follow exclusive content from creators or businesses.
- Promoted Channels – Channel admins can now pay to be featured in the channel directory.
- Ads in Status – Businesses can display ads in the WhatsApp Status feed, similar to Stories on Instagram.
These changes are part of Meta’s push to turn WhatsApp into more than a chat app, something closer to a discovery tool.
How it works without invading private chats
Meta says the new ads are privacy-first by design. Here’s what that means:
- Your private messages, group chats, and calls stay end-to-end encrypted. Meta can’t read them.
- Ads are only shown in the Updates tab – where users browse Status posts or follow public Channels.
- Meta will use limited information for targeting: your country, city, language, followed channels, and ad interactions.
If users connect WhatsApp to their Facebook or Instagram account, more personalised ads may appear. But Meta promises it will never sell phone numbers or pull data from private conversations.
Why this matters more in Australia
While the update is rolling out globally over several months, Australian users are already seeing changes, provided they’ve accepted WhatsApp’s new terms and conditions.
This happens at a time when Australia’s privacy laws have just been strengthened. Under the Privacy and Other Legislation Amendment (POLA) Bill 2024, businesses operating in Australia now have tougher responsibilities, including:
- Applying stronger technical controls (e.g., encryption, multi-factor authentication).
- Being more transparent about how user data is used – especially when it’s automated.
- Allowing individuals to sue for serious privacy breaches.
- Giving regulators like the OAIC more power to investigate and issue direct fines.
For Gold Coast businesses, this means you’ll need to be especially careful when leveraging these new features – ensuring privacy compliance from day one.
What local businesses can actually do with it
If you’re already using Click-to-Message ads on Facebook or Instagram, this is a natural extension. But even if you’re not, these new options create fresh ways to grow visibility right inside WhatsApp.
Here’s how Gold Coast businesses might benefit:
| Feature | Local Example |
|---|---|
| Promoted Channels | A surf school, yoga studio or boutique brand can create a public channel and pay to appear higher in the directory. |
| Status Ads | A home service or café can run quick promos or special offers during key hours. |
| Subscriptions | Creators, coaches, or educators can offer exclusive updates to paying followers inside WhatsApp. |
This opens up the platform not just for communication but for community building and sales too.
What to watch out for (Especially around privacy)
Despite Meta’s reassurances, not everyone is convinced.
- Privacy experts like EFF’s Lena Cohen argue that even limited targeting (like your city or language) could pose a risk if not handled properly.
- Signal President Meredith Whittaker reminded users that truly private platforms don’t monetise via ads at all.
- Public reaction has also been intense, with some users threatening to switch to Signal or Telegram.
As a business owner, this means transparency is key. Be upfront with customers if you use WhatsApp for marketing. Update your privacy policy if needed. And avoid over-communicating through ads or channels.
Proceed with opportunity and caution
Meta is making WhatsApp more useful for businesses but with that comes responsibility. As a Gold Coast brand, this is your chance to:
- Reach more locals in an app they already use daily
- Build authentic customer channels
- Run subtle, context-friendly ads without disrupting conversations
Just make sure your approach is privacy-aware, value-led, and built around real relationships – because trust still matters most.
Want to explore WhatsApp Ads or just chat about where to start? Reach out BRANDCOM. We’re a digital marketing agency based right here on the Gold Coast, helping local businesses grow with strategy, storytelling and smart digital tools. From HVAC tradies to tourism operators, salons to eCommerce, we partner with people who care about their craft, and want their marketing to reflect that.
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