WhatsApp is rolling out new ad features including a subscription model that will allow channels to offer exclusive content for a monthly fee.

But people who have chosen to link their WhatsApp account to Facebook or Instagram will see more personalised ads. The new ad features will appear in a section called Updates, which is a separate tab at the bottom of the app. WhatsApp claims to have 1.5 billion users globally.

An Evercore analyst notes that Meta has a strong track record with its monetization initiatives across brands.