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Whatsapp To Start Targeting You With

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Whatsapp To Start Targeting You With

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title: “WhatsApp to Roll Out Targeted Ads: Privacy Concerns and User Options” categories: [Social Media & Internet, Privacy] tags: [whatsapp, targeted advertising, privacy] author: “Vitus” date: 2025-06-17 —

TL;DR

WhatsApp will start displaying targeted ads in the Updates tab, raising privacy concerns. Users can mitigate data collection by adjusting settings and considering alternative messaging apps.

Main Content

WhatsApp has announced plans to introduce targeted ads within the app, specifically under the Updates tab. This move has sparked significant concerns about user privacy and data security.1

Background on the Updates Tab

The Updates tab, launched a year ago, has become a popular feature with 1.5 billion daily visitors. Historically, this tab has been used for following news and updates from favorite companies, news organizations, and celebrities. It is separate from the Chats tab, where user messages remain end-to-end encrypted and ad-free, according to Meta’s vice president for product management, Nikila Srinivasan.

Data Collection for Targeted Ads

WhatsApp will use limited information such as the user’s country or city, language, followed Channels, and interaction with ads to determine interests for ad purposes. For users who have integrated WhatsApp with their Meta accounts (Facebook or Instagram), data from these platforms will also be used for ad targeting. This cross-platform data integration raises significant privacy concerns, as users expected WhatsApp to be more private compared to Facebook or Instagram.2

Privacy Concerns and Regulatory Issues

The European privacy group NOYB (None Of Your Business) has expressed concerns, warning that WhatsApp may adopt Meta’s “Pay or OK” model to obtain user consent required under EU law. This model forces users to choose between paying a subscription fee to avoid targeted ads and tracking or accepting extensive data collection and personalized advertising for free access.3

Meta introduced this model in response to strict privacy regulations in Europe, particularly the General Data Protection Regulation (GDPR), which mandates clear, “freely given” consent from users before using their data for personalized ads.4

Implications for WhatsApp’s Reputation

WhatsApp’s reputation was built on privacy, with features like end-to-end encryption and minimal data collection. However, its integration into the Meta family has moved it away from its privacy-first roots. Even if WhatsApp does not read user messages, it can still use metadata, usage patterns, and contacts to build detailed profiles for advertisers, increasing the risks of data leaks, misuse, or surveillance.5

What Can Users Do?

Users concerned about privacy have several options:

  • Consider Alternatives: Moving to more privacy-focused messaging apps like Signal may be a good idea.6
  • Limit Contact Access: On iOS 18, users can allow WhatsApp to access only selected contacts instead of the entire address book.7
  • Manual Chat Initiation: On Android, users can start chats manually using wa.me links or use third-party apps to reduce data collection.
  • Regularly Review Settings: WhatsApp frequently updates privacy options, so users should revisit settings periodically.
  • Disassociate Accounts: Users should disassociate their WhatsApp account from other Meta accounts and avoid using the same email address or handle.

Additional Resources

For further insights, check:

References

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  1. WhatsApp Blog (2025). “Helping you find more channels and businesses on WhatsApp”. WhatsApp Blog. Retrieved 2025-06-17. ↩︎

  2. NOYB (2025). “WhatsApp getting ads using personal data from Instagram and Facebook”. NOYB. Retrieved 2025-06-17. ↩︎

  3. Malwarebytes Labs (2023). “Meta sued over forcing users to pay to stop tracking”. Malwarebytes Labs. Retrieved 2025-06-17. ↩︎

  4. Court of Justice of the European Union (2023). “Ruling on Meta’s subscription model”. CJEU. Retrieved 2025-06-17. ↩︎

  5. Malwarebytes Labs (2025). “Moving from WhatsApp to Signal: A good idea?”. Malwarebytes Labs. Retrieved 2025-06-17. ↩︎

  6. Martin Kulawik (2025). “Using WhatsApp without sharing your entire contact list”. Martin Kulawik’s Blog. Retrieved 2025-06-17. ↩︎

  7. Meta Help Center (2025). “Managing your Meta Accounts Center”. Meta Help Center. Retrieved 2025-06-17. ↩︎

This post is licensed under CC BY 4.0 by the author.