Meta has rolled out new business-oriented features on WhatsApp that include Channel Subscriptions, Promoted Channels, and Adverts in Status. The tech giant announced the rollout on Monday, June 16, 2025, in a statement that signals WhatsApp’s strategic evolution into a revenue-generating platform for creators, businesses, and organisations.
These latest updates come as Meta seeks to consolidate WhatsApp’s growing influence among global users—particularly in emerging markets like Nigeria—by providing tools that allow content creators and commercial entities to earn revenue and broaden their reach without infringing on the app’s hallmark of end-to-end encryption for personal messaging.
With the introduction of Channel Subscriptions, WhatsApp users can now pay a monthly fee to gain exclusive content from their preferred channels. These channels could range from media outlets and influencers to sports teams and entertainers. This marks WhatsApp’s first formal entry into a subscription model akin to offerings from platforms like YouTube and Telegram.
For creators in Nigeria and other African markets, this opens up a promising income stream. “Monetisation through subscriptions is a welcome development. Many of us rely on WhatsApp to reach fans, and now we can do so professionally,” said Nneka Onuoha, a digital content strategist based in Lagos.
In addition to subscriptions, Meta is also rolling out Promoted Channels. This feature will enable creators and businesses to pay for increased visibility within the WhatsApp ecosystem, as the platform begins to recommend channels to users based on their interests and engagement history.
This promotional tool is similar to Facebook’s ad boosting feature and is expected to be particularly useful for small businesses and independent content creators who often struggle to gain organic traction. Meta said the feature will help creators expand their audiences without interrupting the user experience.
Also notable is the upcoming inclusion of Adverts in Status, a feature reminiscent of Instagram Stories ads. Businesses will be able to place targeted promotions within the WhatsApp Status feature, allowing for seamless interaction with potential customers.
According to Meta, this tool will use limited data—such as city, language, channels followed, and engagement patterns—to deliver ads tailored to user preferences. For users who have linked their WhatsApp to the Meta Accounts Centre, ad preferences and Meta-wide data will be factored in for better targeting.
Despite the advertising push, Meta assured users that privacy remains a top priority. “We will never sell or share your phone number with advertisers,” the company emphasised, noting that all personal chats and group conversations remain end-to-end encrypted.
Meta clarified that these monetisation tools are confined to the app’s Updates tab, ensuring that private messages remain untouched. “We believe the updates tab is the right place to introduce business opportunities,” the company said, reinforcing its commitment to keeping personal communication free from commercial interference.
The rollout of these features will occur gradually in the coming months. Interested businesses and content creators are encouraged to explore WhatsApp Business resources to understand implementation and monetisation pathways.
With over 93 million internet users in Nigeria, WhatsApp remains the country’s most popular messaging app. This development is expected to attract significant interest from Nigeria’s vibrant content creator community and e-commerce startups, especially those operating without formal websites.
“It’s a step in the right direction,” said Adedayo Aina, a tech entrepreneur in Abuja. “Meta is finally recognising WhatsApp as more than a messaging app—it’s a marketplace, a newsroom, and a content hub.”
As global digital economies evolve, Meta’s move signifies a shift toward platform diversification and sustainable monetisation models. For Nigerian creators and SMEs, the new WhatsApp features could offer valuable tools to grow visibility, drive engagement, and improve financial outcomes—without compromising user trust.