Richard Hanscott, CEO of Esendex takes a look at what WhatsApp’s decision to introduce ads means for brands as social media and messaging platforms continue to converge. As the line between personal messaging and public engagement starts to blur, what does this shift mean for brands looking to tap into this audience?

A shift towards more authentic interactions

While WhatsApp’s decision to allow advertisers into the private messaging space came as a surprise to some, the change has been on the way for a while. Historically, the divide between advertisements and user-generated content has been quite clear on social media. But, changes in user preferences and the way we interact with social media are leading some brands to rethink their strategy.

Social ads of the past – typically curated, more ‘polished’ posts – simply don’t resonate with today’s users, who go on social media seeking relatable and authentic content. And while consumer protection laws in the UK mean ads must still clearly be labelled as such, companies are increasingly experimenting with new and different ways to make sponsored content more appealing and engaging for users.

The WhatsApp news follows in the footsteps of several other social media giants. For example, messaging app Snapchat announced last year that brands would now be able to send direct messages to users. These messages are still clearly labelled as sponsored, but their positioning and presentation to users as another message in their inbox – sitting right beside messages from family and friends – aims to make the ads more enticing to users and increase click-through rates for businesses.

Tapping into new opportunities 

WhatsApp’s evolution from a private messaging app to a brand-customer engagement tool will be welcome news for many businesses. These new, untapped audiences offer a wealth of new opportunities. And the ability for customers to message brands directly opens up a new channel for direct communication, giving brands a pass straight into the inboxes of engaged users.

The challenge though, will be getting it right.

In traditionally ‘public’ spaces like Instagram or Facebook, users expect and accept a certain level of commercial presence. But until now, messaging platforms have remained relatively private.

To introduce advertising into these previously sacred spaces, brands need to shift their mindset. Ads here must deliver value, not just another notification; brands that treat these spaces like traditional advertising will miss out.

Tips for successful social communications 

Knowing your customer won’t be enough. Instead, businesses need to understand their users – how they want to interact, when, and what’s relevant to them. Irrelevant content that comes across as ‘spammy’ could lead to user backlash, leading to ads that risk not just being ignored, but damaging the customer-brand relationship.

For ads in private spaces, personalisation is set to become more important than ever. Content must matter to the user – whether it’s a limited-time offer on something they’ve been browsing or some styling inspiration based on a product they’ve just bought. The most successful ads will be those that make use of customer data and AI to create targeted messaging tailored towards the user.

Another thing to consider is how user culture differs across platforms, and how communication should be crafted accordingly. What works on Snapchat, for example, might not resonate in the same way with WhatsApp users. With the latter more about utility, taking a more conversational and helpful approach is likely to land better than the flashy visuals or video popular with Snapchat.

And as for any social media content, authenticity is key. Scaling outreach while maintaining a ‘human’ feel should remain a priority; after all, people can tell when a brand is talking ‘at’ rather than ‘with’ them. And for messaging apps in particular – which are, by design, conversation-led – that distinction becomes even more important. Business messaging must feel like a natural part of the conversation, not a disruption.

For businesses, this changing attitude towards ads in social media represents both a challenge and an opportunity – but those who prioritise respectful and relevant communication stand to win out.

As social platforms introduce new features and user behaviours continue to change, it’s imperative that businesses keep pace. Brands that treat social media as a strategic business channel – not just another ad slot – will be better positioned for long-term success, maintaining both relevance and trust.