WhatsApp, which caters to more than 2.8 billion monthly users, is reversing its earlier decision to refrain from integrating ads, a move that has upset its vast user community.

This decision comes after a series of contentious updates, such as an AI button that users find unwieldy, and extensive ad campaigns on various platforms assuring audiences that the messaging app does not track user data.

In 2023, whispers about the app introducing personalized ads spread through online forums, but WhatsApp’s head, Will Cathcart, dismissed these rumors with a brief tweet.

Meta, WhatsApp’s parent company, has clarified the role of ads in the application’s new strategy — promotional content will only be shown in the app’s Updates tab, where users can currently add new statuses and join channels.

In a June 16 blog post, Meta explained that the new policy on the Updates tab is intended to “help Channel admins, organizations, and businesses build and grow” by introducing channel subscriptions, promoted channels, and ads in the status bar.

WhatsApp was previously praised by its base for its security, reliability, and cost-effectiveness — it’s free to users across the globe — but the implementation of ads changes more about the service than many WhatsAppers may realize.

Meta disclosed that if users have not previously linked WhatsApp to other Meta accounts, it will use app-specific data and “limited info like your country or city, language, the Channels you’re following, and how you interact with the ads you see” to provide more ads that users “might care about.”

“We will never sell or share your phone number to advertisers,” Meta assured its users. “Your personal messages, calls, and groups you are in will not be used to determine the ads you may see.”

End-to-end encryption is still guaranteed, and Meta also said that if users only use the app to call or message their contacts, there will be “no change to [the] experience at all,” though for many, this promise simply isn’t enough.

One aggrieved WhatsApper took to Reddit to share the news, and before long, complaints rolled into the thread in droves.

“I’m so sick of this,” said one user, referring to increasing numbers of ads across online spaces, while another declared: “WhatsApp is officially getting deleted.”

“Ah, this is why [Meta’s] been bombarding the world with ads swearing they NEVER snoop on your messages and that your conversations are 100% private, prooooomise,” said one keen observer.

“Just wait for ad-free WhatsApp Premium for a slim $5 per month,” predicted a cynical commenter.

However, others in the thread didn’t see an issue with the new feature: “No one uses [the Updates tab] anyway.”

WhatsApp users across the globe will see the ads roll out across the next few months, but many are already predicting a change in experience, prompting a migration over to other competing secure services like Telegram and Signal.

“This would be enough for me to seek out another messaging app,” one Redditor said.