publicité on WhatsApp arrivent soon 

With 2 billion monthly active users, WhatsApp is THE most popular messaging network (far ahead of its competitors Telegram and Messenger). The problem? It cannot be monetised. At least not until now. Companies could chat with their audience cible and publish status updates, but they couldn’t promote their ads. To remedy this shortfall, Meta is (re)launching ads on WhatsApp. En savoir plus. 

Ads in status updates and subscriptions 

As WhatsApp is a chat network, it is not that easy to insert publicité into it. If users saw publicités in the middle of their personal conversations, it is unlikely that they would take kindly to it. So, before launching publicités on WhatsApp, Meta is exercising extra caution. 

publicité in WhatsApp statuses 

No, the publicités will not appear in private messages. Instead, they will appear in statuses. 

Just like Instagram stories, users can also share their daily lives in videos on WhatsApp. To do so, they simply need to go to the Status tab. And that’s exactly where the publicités come in. 

When users view their friends’ statuses, they will also be able to see certain publicité (just like on Facebook and Instagram). And since conversations are central to WhatsApp’s stratégie, Cela permet users to interact directly with their favourite brands. After discovering an publicités, they will be able to ask questions about the product or service directly. 

Sponsored channels and subscriptions 

publicité on WhatsApp extend far beyond status updates. And yes, Meta is also launching sponsored channels and channel subscriptions.

So Qu'est-ce que it? 

• Sponsored channels: these make it easier to découvrez new channels within the directory. By including your publicités, you will be more visible to those who are curious. 
• Channel subscriptions: users can support their favourite brand via a monthly subscription. They will then receive exclusive updates. 

With these nouvelle publicité options on WhatsApp, you gain an additional channel to increase votre visibilité and conversion. 

publicité on WhatsApp faces numerous challenges 

This isn’t the first time Meta has attempted to insert publicité on WhatsApp. Back in 2018, the group made an attempt with status updates. But it didn’t work. Why? Because of the risks to the confidentiality of discussions. 

So for this new launch, Meta has made enormous efforts to address data protection issues. The group reminds users that « Your personal messages, calls and status updates remain end-to-end encrypted, so no one, not even WhatsApp, can see or listen to them.«  But how do they manage to offer targeted publicité? They use other data (admittedly more limited, but just as relevant). Par exemple: the user’s country or city, their language, the channels they follow, and their interactions with the publicité presented. 

Want to try publicité on WhatsApp? Feel free to contact our Social Ads agency pour optimiser your publicité campagnes.