Observed Signal · Oct 23, 2026 · Product Launch · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
WhatsApp Testing Reels Share Button in Chats
WhatsApp is testing a new shortcut that lets users share Instagram Reels directly within chats without switching apps. The button appears in the attachment menu and offers three categories: Recently viewed, Saved, and Liked Reels. The feature is available in Android beta version 2.26.42.9 and requires linking WhatsApp and Instagram via Meta's Accounts Center. The rollout is limited to selected beta testers. This move aims to increase the sharing of Reels, which already sees over 4.5 billion daily shares. It builds on Meta's efforts to integrate Instagram and Facebook content into WhatsApp, simplifying content sharing across its apps.
This feature could increase Reels sharing and engagement, strengthening Meta's ecosystem and potentially expanding ad inventory and user time spent, which is relevant for advertisers and marketers.
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Key Takeaways & Evidence Grounding
- WhatsApp tests a new Reels shortcut in the attachment menu of chats.
- The button offers three categories: Recents, Saved, and Liked Reels.
- Feature available in Android beta version 2.26.42.9.
- Requires linking WhatsApp and Instagram via Meta's Accounts Center.
- Instagram Reels are shared over 4.5 billion times daily as of May 2026.
Connected Companies & Entities
3 Entities mapped“WhatsApp is testing a new Reels shortcut for sharing Instagram Reels directly in chats.”
“Instagram Reels are the content shared through the new WhatsApp button, with over 4.5 billion daily shares.”
“Meta is testing the new Reels share button in WhatsApp, and its accounts center is required for linking.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
WhatsApp Tests Sharing Instagram and Facebook Content Directly in App
WhatsApp is beta-testing a feature that lets users share photos, videos, Stories, and Reels from linked Instagram and Facebook accounts directly within the WhatsApp media picker, eliminating the need to switch between apps. To use it, users must link their WhatsApp account to the Meta Accounts Center via the 'Account Overview' section in settings. Shared content can be posted in status updates and conversations, but sharing is one-way: Instagram and Facebook do not access WhatsApp media, and personal messages remain end-to-end encrypted. Currently rolling out to select beta testers on Android and iOS, the feature was discovered by WABetaInfo. No public release date has been announced.
Meta Acquires AI Coding Startup Conductor
Meta has acquired Conductor, an AI coding startup that enables software engineers to deploy teams of AI agents to work on different parts of a project simultaneously. The news was first reported by Axios and confirmed by Meta to TechCrunch, though financial terms were not disclosed. Conductor was founded in 2024 and launched its core product in summer 2025. Founder and CEO Charlie Holtz announced the acquisition, stating that Conductor is joining Meta and hinting at new developments by early next year. Conductor's cloud service will shut down on November 20, after which user cloud data will be deleted. Core features will continue to work until early next year. Conductor's agents come from major labs like Anthropic and OpenAI. This acquisition is part of Meta's broader push to catch up in AI, following its own coding agent Muse Code and other AI-related acquisitions.
Criteo Earnings Show Retail Media Maturity, New Channels Grow
Criteo reported Q3 2026 results with revenue down 12% year-over-year to $416 million, and profit falling from $40 million to $6 million. Despite challenges, the company highlights growth in new channels: CTV, LLM-based AI platforms (notably ChatGPT Ads), and social media integrations like TikTok Shop and Meta. These channels now represent 13% of spend in Criteo Commerce Growth, up from 6% a year ago. CEO Michael Komasinski emphasized the expansion into 89 countries for ChatGPT Ads, with traffic spending 15% more per visit. The company also positions itself as resilient against Apple's privacy changes, citing its diversification. Investors question whether retail media is maturing, but Criteo sees opportunities in performance CTV and emerging AI-driven advertising. The company remains focused on building sticky revenue streams beyond its legacy display business.
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