International tech company Meta has introduced advertisements and paid channels on its globally popular messaging platform Whatsapp, in a move that is set to boost the fortunes of South African entrepreneurs.
The new features first hinted during Meta’s business messaging event in Brazil in June 2024, have been officially rolled out a year later.
These include ads in the updates tab, promoted channels and paid channel subscriptions.
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According to Meta, the goal is to help users discover products and services they care about without compromising the app’s core privacy undertaking.
“We’ve been talking for years about how to build a business on WhatsApp in a way that doesn’t interrupt personal chats,” Meta said in a statement.
“We believe the updates tab is the right place to introduce that.”
This means the new monetisation tools will appear only in the updates tab — where users view status updates and follow channels. One-on-one and group chats remain private and ad-free, protected by end-to-end encryption.
For small businesses, this represents a game-changing opportunity.
Entrepreneurs can now launch paid channels to share exclusive content with subscribers and run ads in the updates tab to boost brand visibility. These ads can be linked directly to WhatsApp chats, making it easier for customers to connect and buy.
Johannesburg-based digital marketing strategist Thabo Mokoena said WhatsApp was already deeply embedded in South African life.
“If you’re a small bakery, a fashion brand, or a tutoring service, you can now use channels to broadcast promotions or offers — no website or fancy app needed.”
According to DataReportal (2024), over 93% of South African internet users are active on WhatsApp, making it the ideal space for SMEs to reach customers.
For many, it will ease the challenges of running a business.
Busisiwe Mtembu, who owns a small handbag and wig business, said the new ad feature would ease her workload.
“I am advertising through WhatsApp status,” she said.
“This new feature means I won’t have to post as much. The ads will do it for me and keep my customers engaged.”
The tools are especially promising for businesses with tight budgets.
Early access pricing is expected to be competitive, allowing entrepreneurs to experiment with ads and grow their audience organically before scaling.
Linde Madavha, who is the co-owner of Gracious Beauty Bar in Thohoyandou, sees potential.
“I’ve been running our salon entirely on WhatsApp Business. It has helped me manage bookings and track sales. Now I hope this ad feature helps us grow even more in customer reach.”
