Observed Signal · Jun 20, 2025 · Regulation · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Negative
WhatsApp Ads in EU Delayed to 2026
WhatsApp is testing a new Ad Preferences feature in Android beta 2.25.19.14 to give users control over ad experiences in Status and Channels. The feature introduces Recent ad activity and Advertisers you’ve seen lists, and allows users to block advertisers with reversible changes once set. In the EU, personalized ads remain not yet enabled, with regulators scrutinizing the rollout and data-use questions. WhatsApp emphasizes that messages remain end-to-end encrypted and that ad serving uses minimal non-personal data such as app language, approximate city-level location, and channel interactions; cross-platform ad preferences may flow from Meta Accounts Center if users opt in. The update also mentions new creative tools for Status (music, emojis, stickers). The feature is still in development and not active yet, with a broader rollout expected in coming weeks.
Regulatory review delaying EU rollout of WhatsApp ad formats; moderate industry impact.
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Key Takeaways & Evidence Grounding
- Android Beta 2.25.19.14 reveals Ad Preferences with 'Recent ad activity' and 'Advertisers you’ve seen'.
- Ad Preferences allow blocking advertisers in WhatsApp Status and Channels, with reversibility.
- EU personalized ads are not yet enabled; regulatory scrutiny described in related coverage.
- End-to-end encryption remains for messages; ad targeting uses minimal non-personal data; optional cross-platform data flow via Meta Accounts Center.
- Creativity features for Status include music, emojis, and stickers; beta notes suggest upcoming rollout.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
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