Head of WhatsApp at Meta, Will Cathcart, has taken to social media to deny reports that the messaging app will start to introduce adverts.
Following an article published in the Financial Times, which reported that teams at Meta have been ‘discussing whether to show ads in WhatsApp for the first time’, Cathcart took to X to refute the claims.
Tweeting on the platform formerly known as Twitter, Cathcart said: “This @FT story is false. We aren’t doing this.”
On a more light-hearted note, the WhatsApp boss added: “Also it looks like you misspelled Brian’s name,” referring to Brian Acton, co-founder of WhatsApp.
In response, the Financial Times has since amended the article, writing: “This article has been updated to incorporate Cathcart’s comments and to correct the spelling of Brian Acton’s name”.
This @FT story is false. We aren’t doing this.
Also, it looks like you misspelled Brian’s name… https://t.co/Z47z9FC5yu
— Will Cathcart (@wcathcart) September 15, 2023
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
In addition, a community note has been added to the tweet linking the article on X, to let users know the claims have now been declared as ”false”.
Yet critics’ responses were varied – with some relieved the app would not be introducing adverts, while others seemed disappointed the plans were now confirmed as incorrect.
One user replied “Please never do that! WhatsApp is just amazing the way it is right now” and another added: “Imagine you’re chatting and from nowhere you see unnecessary ads popping up. WhatsApp is fine without it.”
However, some pointed out existing similar features asking: “But I’m already getting recommended news, media outlet channels, celebrity channels in my WhatsApp status section. How’s that different from Ads?”
Other users wanted further clarification on whether Cathcart was denying the app was considering adverts currently, or denying it would ever introduce ads, commenting:
“So you are definitely not discussing whether to show ads in lists of conversations with contacts on the WhatsApp chat screen, but no final decisions have been made? Or not discussing ads at all?”
The speculative report follows after Mark Zuckerberg’s messaging app is thought to begin preparing to make some changes to the platform, including the supposed introduction and update of some new features.
