WhatsApp Initiates Targeted Advertising Strategies

WhatsApp has announced the introduction of targeted advertisements within the app, specifically appearing under the Updates tab. This new development follows the launch of the Updates tab a year ago, which currently attracts 1.5 billion daily visitors. Historically, this tab has allowed users to engage with news and updates from preferred companies, news organizations, and celebrities.

In contrast to the Chats tab, where users exchange messages, the Chats remain end-to-end encrypted. According to Meta’s Vice President for Product Management, Nikila Srinivasan, this section will not feature advertisements.

To tailor advertisements to users’ interests, WhatsApp will utilize limited information such as location (country or city), language, Channels followed, and interaction patterns with displayed ads. Furthermore, users who have integrated their WhatsApp accounts with Accounts Center will have their ad preferences and associated data from Meta accounts taken into account for ad targeting.

This integration raises concerns regarding user privacy, particularly among those who expected a higher level of confidentiality with WhatsApp compared to other Meta platforms like Facebook or Instagram. The European privacy advocacy group NOYB (None Of Your Business) has expressed apprehension over this development, cautioning that WhatsApp could adopt a “Pay or OK” model similar to that of Facebook and Instagram. Such a model would present users with the option to either pay a subscription fee to evade targeted advertisements and tracking or accept extensive data collection and personalized advertising to maintain free access.

Meta implemented this “Pay or OK” system in response to stringent privacy laws in Europe, including the General Data Protection Regulation (GDPR). This regulation mandates clear and freely given consent from users for data utilization related to personalized advertising.

Historically, Meta has cited a ruling from the Court of Justice of the European Union (CJEU) that accepts subscription models as a valid consent mechanism for ad-supported services. The company has argued that its pricing aligns with similar ad-free services such as YouTube Premium and Spotify Premium, however, it has overlooked the distinction between platforms that trade in user data for personalized ads and those that provide legitimate ad-free experiences.

WhatsApp has built its reputation around the principles of privacy, emphasizing end-to-end encryption and limited data collection. However, following its integration into the Meta ecosystem, there are concerns that the platform has drifted away from its originally privacy-centric ethos. While WhatsApp asserts that it does not read user messages, it still possesses the ability to analyze user patterns, contacts, and other metadata to construct elaborate profiles for advertisers, subsequently elevating the risk of data leakage, misuse, or surveillance.

What Actions Can Users Take?

In light of this recent change, users may want to reevaluate their choice of messaging platforms. For those utilizing iOS 18, there is now an option to grant WhatsApp access to select contacts rather than the entire address list, thereby minimizing the data WhatsApp can gather about your network.

On Android, it is technically feasible to use WhatsApp without granting contact access, although this requires initiating conversations using wa.me links or leveraging third-party applications for convenience.

Given that WhatsApp regularly updates its privacy settings, users are advised to frequently review their configurations to retain control over their data. Whenever possible, it may also be prudent to disassociate your WhatsApp account from any linked Meta accounts. Users should avoid using the same email address or identifiers across accounts. Although you can remove your WhatsApp account from the Meta Accounts Center, there remain uncertainties about whether previously established links will be maintained.

Cybersecurity risks should not merely be of theoretical concern; proactive measures are essential to securing your social media accounts and personal information.