WhatsApp, the widely used messaging platform owned by Meta, has recently unveiled several new features aimed at enhancing user experience and addressing emerging challenges. These developments come at a time when the app is navigating various global regulatory and security concerns.
In June 2025, WhatsApp announced the integration of advertising into its platform, marking a significant shift from its previous ad-free model. The "Updates" tab, which combines Status and Channels, will now feature advertisements, allowing businesses to reach users directly within the app. This move aligns WhatsApp with other Meta-owned platforms like Facebook and Instagram, which have long incorporated advertising into their services. Meta emphasized that user privacy remains a priority, with personal messages and calls continuing to be end-to-end encrypted.
In addition to advertising, WhatsApp is testing a subscription model for Channels, enabling content creators and businesses to offer exclusive content to subscribers for a monthly fee. This feature aims to provide a new revenue stream for creators and enhance user engagement within the app. The subscription option is currently in the testing phase and is expected to roll out more broadly in the coming months.
To bolster user security, WhatsApp has implemented new safety features designed to combat scams and unauthorized group additions. The platform now alerts users when they are added to group chats by unknown contacts, providing information about the group creator and member count. Additionally, warnings will appear in one-on-one messages from unknown contacts, helping users identify potential scams more easily. These measures are part of WhatsApp's broader initiative to protect users from increasingly sophisticated scams, many of which are linked to organized crime groups.
WhatsApp has also taken significant action against fraudulent activities by deactivating 6.8 million accounts connected to criminal scam centers in the first half of 2025. This effort is part of Meta's larger initiative to combat online scams, which includes introducing new anti-scam features on WhatsApp. These features are designed to help users detect suspicious activity, such as safety overviews when someone outside their contacts adds them to a group, and alerts encouraging users to pause before responding to messages.
Despite these advancements, WhatsApp faces challenges in certain regions. In Russia, the government has mandated that all new smartphones and tablets sold in the country be pre-installed with Max, a state-developed messaging app, starting September 1, 2025. Max serves as a government-backed alternative to WhatsApp and is already integrated with governmental services, boasting 18 million registered users. While the Kremlin claims Max demands fewer user data permissions than WhatsApp or Telegram, privacy experts have voiced concerns over potential surveillance. Additionally, WhatsApp remains under threat in Russia, with officials indicating an impending ban, citing Meta’s classification as an extremist organization.
In summary, WhatsApp continues to evolve by introducing new features aimed at enhancing user engagement and security. While these developments signify progress, the platform must navigate complex regulatory landscapes and address security challenges to maintain its global user base.
