Facebook changes course, rethinks introducing ads to WhatsApp

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 17, 2020, 10:49 AM UTC

WhatsApp’s end-to-end encryption doesn’t make monetising the platform easy.

This article quotes a report from The Wall Street Journal which states that Facebook had dropped its plan to bring advertising to WhatsApp, something it had planned to do to monetise messaging on WhatsApp. It added that the team working on this was disbanded some months ago and the code they were working on has been deleted from WhatsApp’s code.

The article informs that WhatsApp currently has over 1.5 billion users and was acquired by Facebook for $19 billion in 2014. It adds how monetising WhatsApp isn’t that easy given the end-to-end encryption it offers.

The author estimates that Facebook now would likely focus more on WhatsApp Pay and facilitating ecommerce on it. Given this and the platform’s acquisition of Meesho last June, it could move to creating a business ecosystem within WhatsApp.

Read the original article

[5 minute read]