- The arrival of ads on WhatsApp in Europe has been postponed until at least 2026 due to regulatory requirements.
- Meta's advertising model uses cross-platform personal data, raising concerns in the EU.
- Ads will only appear in Statuses, Channels, and Promoted Channels, and will not invade private chats.
- European regulations require Meta to maintain negotiations and strictly comply with privacy regulations prior to deployment.
The irruption of advertising on WhatsApp has shaken users around the world, but in In Europe, the arrival of advertisements will have to wait.While these advertising formats have already been activated in other countries, in the European Union the company has had to take a step back, postponing its implementation until at least 2026.
European regulations and strict data protection have been the main stumbling block for Meta, owner of WhatsApp. The advertising model proposed by the company has raised doubts among regulators, especially due to the integration and crossing of personal information between platforms such as Facebook, Instagram, and WhatsApp. The Irish Data Protection Authority, which oversees tech companies in the region, has confirmed that There will be no ads on WhatsApp for EU users until at least 2026..
Privacy: Meta's Big Headache
La Irish Data Protection Commission (DPC) has made it clear that The display of advertising is temporarily blocked in the European UnionThe main reason: concern about how Meta collects and processes personal data of users to display targeted ads. The American multinational acknowledges that its ads use basic data such as location (by country or city), language, and activity on channels, and, if the user consents, also Facebook and Instagram preferences when linking accounts.
European agencies demand that Meta Demonstrate that your system is compliant with the General Data Protection Regulation (GDPR), especially regarding privacy protection and explicit consent for ad personalization. Until this point is clarified, The launch of WhatsApp advertising is not authorized within the EU..
Various experts and associations specializing in digital rights, such as NOYB or the European Center for Digital Rights, have highlighted the legal risks of cross-referencing information between platforms without clear authorization"Meta is violating European law by linking data across platforms and tracking users for advertising purposes without their consent," said one of its spokespersons. The debate remains open and the future of the model will depend on the evolution of negotiations with regulators..
What kind of announcements will we see (when they come)?
Meta plans to introduce advertising on WhatsApp in several ways, which will not affect private chats or groupsAccording to the information released so far, the ads will only be visible in the following sections:
- States: Just like with Instagram Stories, ads will appear between the different statuses shared by contacts.
- Promoted channels: Administrators who wish to do so can pay to have their channels gain greater visibility in the News section.
- Channel Subscriptions: Additionally, paid subscriptions will be offered to select channels that will share exclusive content. For now, WhatsApp will not charge any direct fees, except for the fees charged by Apple or Google.
This model is designed so that The chat experience remains private and ad-freeWhatsApp insists that "we will never sell or share your phone number with advertisers" and that messages or calls will not be used for ad targeting. End-to-end encryption remains unchanged.
A delay that affects only Europe… and then what?
In other markets, WhatsApp has already started showing ads in this format, while in the EU the process is underway. phase of dialogue and review by the authoritiesIrish Commissioner Des Hogan explained that meetings are being held with WhatsApp and that much remains to be finalized. The European timeline was never officially set, although some media outlets had published tentative dates for 2025.
El The delay is especially relevant for countries such as Spain, France, Germany and Italy., where millions of people will continue to use WhatsApp ad-free for at least two more years. Other countries with similar legal frameworks, such as Norway, Iceland, and Liechtenstein, are also joining this measure.
Meanwhile, the company says it intends to continue improving other features for European users while awaiting regulatory approval. If negotiations become complicated, the postponement could even extend beyond 2026.
Global implications and context for Meta
This scenario occurs while Meta faces legal challenges in other regionsas the The antitrust lawsuit that could force the company to separate Instagram or WhatsApp from its structureThe multinational claims that its advertising system allows small businesses to reach more people and that platform integration is key to its business model. Critics and European organizations, however, maintain that data control and intensive personalization reinforce dominant positions and hinder genuine competition.
Aside from these disputes, WhatsApp will continue to launch new features in Europe, but users will be able to enjoy an ad-free experience until the legal situation is clarified. Only then will the company be able to move on to the next phase of its monetization plan for the Old Continent.
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