Technology company Meta has denied rumors that they are working on an advertising application on the popular messaging application WhatsApp. This denial came after the Financial Times (FT) newspaper published information it described as “incorrect” on the subject.
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Will Cathcart, who leads the WhatsApp team, They flatly denied that they had developed any feature that allowed ads to be displayed on the messaging platform. As the FT reported, these alleged plans would spark controversy among Meta employees.
The FT report, based on three sources claiming to have knowledge of the subject, raised the possibility of adding ads to the app’s chat lists and chat screen. The option of offering subscriptions would also be considered to keep the service free of ads.
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However, it seems that these plans were not received well by the company’s employees; Even some senior executives have expressed concern that this could reduce service quality and lead users to seek free alternatives.
Despite the FT’s claims Meta came forward and flatly denied any developments regarding the serving of ads on WhatsApp. In a statement to the FT, the company said: “We can’t respond to every conversation anyone at the company has, but we’re not testing it, we’re not working on it and it’s certainly not in our plans.”
Cathcart was even more direct in his response, calling the FT report “inaccurate” in a post on his Twitter account (now
“This @FT story is wrong. We are not doing this. It looks like you also misspelled Brian’s name,” the administrator of the social network wrote on his account.
WhatsApp click ads are designed to appear on both Facebook and Instagram, covering areas such as the news section, stories and Marketplace. Its main function is to support companies’ business objectives, thereby generating more leads, increasing sales and improving marketing strategies.
One of the standout features is its optimization capacity. Companies can send and respond to more conversations, and by doing so, they can leverage algorithms that will improve the performance of their ad campaigns over time.
Additionally, these ads are designed to increase discovery. It allows you to increase visibility on WhatsApp by using content to stimulate demand for products or services.
Advanced tracking tools are included to enable businesses to evaluate the impact of their advertising. These allow results to be measured beyond simple conversations. These include Facebook Pixel Tracking (under the Meta brand), Conversion API, and Offline Conversions.
*This content was rewritten with the help of artificial intelligence, based on information from Europa Press, and reviewed by the journalist and editor.
Source: Exame
