It took 11 years since Facebook acquired it for $19 billion, but Meta is finally bringing ads to WhatsApp, marking a major change for an app whose founders shunned advertising.
Meta announced Monday that businesses will now be able to run so-called status ads on WhatsApp that prompt users to interact with the advertisers via the app’s messaging features. The ads will only be shown to users within WhatsApp’s “Updates” tab to separate the promotions from people’s personal conversations. Additionally, Meta will begin monetizing WhatsApp’s Channels feature through search ads and subscriptions.
The debut of ads on the messaging app represents a significant step in Meta CEO Mark Zuckerberg‘s plans to make WhatsApp “the next chapter” in his company’s history, as he told CNBC’s Jim Cramer in 2022. The move to monetize WhatsApp also comes amid Meta’s high-profile antitrust case with the Federal Trade Commission over the company’s blockbuster acquisitions of the messaging app and Instagram.
Already, Meta allows advertisers to run so-called click-to-message ads on Facebook and Instagram that steer users to WhatsApp where they can directly engage with businesses. Messaging between brands and consumers “should be the next pillar of our business,” Zuckerberg told analysts in April, adding that WhatsApp now has over 3 billion monthly users, including “more than 100 million people in the U.S. and growing quickly there.”
Now, companies can run those kinds of ads within WhatsApp itself. The new status ads appear in a user’s Updates tab within that tab’s “Status” feature that can be used to share pictures, videos and text that vanish after 24 hours, akin to Instagram Stories.
Since Meta bought WhatsApp in 2014, the popular messaging app has continued to grow worldwide. But unlike Facebook, Instagram and most recently Threads, WhatsApp has never allowed advertising.
WhatsApp’s co-founders, Jan Koum and Brian Acton, were public in their scorn for the advertising industry, and the duo left Facebook after reportedly clashing with executives who were eager to inject the app with advertising and other practices they shunned.
The social media company does not reveal WhatsApp’s specific sales, but analysts have previously estimated the app’s revenue to be between $500 million and $1 billion from charging businesses for tools and services so they can message customers on the app.
Meta will “use very basic information” to recommend which ads to show WhatsApp users, Nikila Srinivasan, Meta’s head of product for business messaging, said Friday. This includes a person’s country, city, device, language and data like who they follow or how they interact with ads.
The company debuted WhatsApp’s Updates tab in June2023 along with an accompanying Channels feature that allows people and organizations to send broadcast messages and updates to their followers as opposed to personal conversations. Meta will also monetize the Channels feature, the company said Monday.
Organizations and people who are Channel administrators will now be able to spend money to boost the visibility of their respective Channels when a person searches for them via a directory, similar to ads on Apple’s and Google’s app stores.
Additionally, channel administrators will be able to charge users monthly subscription fees to access exclusive updates and content, Meta said Monday. The company will not immediately make money from those monthly subscription fees, but it plans to eventually take a 10% cut of those subscriptions, a spokesperson said.
Meta hopes that by limiting its new ads to WhatsApp’s Updates tab it will disrupt users as little as possible, Srinivasan said. Users’ status updates as well as personal messages and calls on WhatsApp will remain encrypted, she said.
“We really believe that the Updates tab is the right place for these new features,” Srinivasan said.
Tyler Winklevoss and Cameron Winklevoss (L-R), creators of crypto exchange Gemini Trust Co., on stage at the Bitcoin 2021 Convention, a cryptocurrency conference held at the Mana Convention Center in Wynwood in Miami, Florida, on June 4, 2021.
Joe Raedle | Getty Images
Gemini Space Station, the crypto company founded by Cameron and Tyler Winklevoss, priced its initial public offering at $28 per share late Thursday, according to Bloomberg.
A person familiar with the offering told the news service that the company priced the offering above its expected range of $24 to $26, which would value the company at $3.3 billion.
Since Gemini capped the value of the offering at $425 million, 15.2 million shares were sold, according to the report. That was a measure of high demand for the crypto company, which had initially marketed 16.67 million shares. Earlier this week, it increased its proposed price range from between $17 and $19 apiece.
A Gemini spokesperson could not confirm the report.
The company and the selling stockholders granted its underwriters — led by and Goldman Sachs, Citigroup and Morgan Stanley — a 30-day option to sell an additional 452,807 and 380,526 shares, respectively, per the registration form. Gemini stock will trade on the Nasdaq under ticker symbol “GEMI.”
Up to 30% of the shares offered will be reserved for retail investors through Robinhood, SoFi, Hong Kong-based Futu Securities, Singapore’s Moomoo Financial, Webull and other platforms.
Gemini, which primarily operates as a cryptocurrency exchange, was founded by the Winklevoss brothers in 2014 and holds more than $21 billion of assets on its platform as of the end of July.
Initial trading will give the market a sense of how long it can keep the crypto IPO party going. Circle Internet and Bullish had successful listings, but there has been a recent consolidation in the prices of blue chip cryptocurrencies like bitcoin and ether. Also, in contrast to those companies’ profitability, Gemini has reported widening losses, especially in 2025. Per its registration with the Securities and Exchange Commission, Gemini posted a net loss of $159 million in 2024, and in the first half of this year, it lost $283 million.
This week, however, Gemini received a big vote of institutional confidence when Nasdaq said it’s making a strategic investment of $50 million in the crypto company. Nasdaq is seeking to offer its clients access to Gemini’s custodial services, and gain a distribution partner for its trade management system known as Calypso.
Gemini also offers a crypto-backed credit card, and last month, launched another card in partnership with Ripple. The latter garnered more than 30,000 credit card sign-ups in August, a new monthly high that was more than twice the number of credit card sign-ups in the prior month, according to the S-1 filing.
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Microsoft Chairman and Chief Executive Officer Satya Nadella (L), speaks with OpenAI Chief Executive Officer Sam Altman, who joined by video during the Microsoft Build 2025, conference in Seattle, Washington on May 19, 2025.
Jason Redmond | AFP | Getty Images
OpenAI on Thursday said its nonprofit parent will continue to have oversight over the company and will own an equity stake of more than $100 billion.
The artificial intelligence startup, recently valued at $500 billion, said this structure will make the nonprofit “one of the most well-resourced philanthropic organizations in the world,” and will allow the company to continue to raise capital.
OpenAI also announced it has signed a non-binding memorandum of understanding with Microsoft, which outlines the next phase of their partnership. Microsoft has invested over $13 billion in OpenAI, backing the company as early as 2019, three years before the launch of of the chatbot ChatGPT.
“We are actively working to finalize contractual terms in a definitive agreement,” OpenAI said in a joint statement with Microsoft, which is also the company’s key cloud partner. “Together, we remain focused on delivering the best AI tools for everyone, grounded in our shared commitment to safety.”
In May, OpenAI bowed to pressure from civic leaders and ex-employees, announcing that its nonprofit would retain control even as the company was restructuring into a public benefit corporation. OpenAI was founded as a nonprofit research lab in 2015, but has in recent years become one of the fastest-growing commercial entities on the planet.
OpenAI said Thursday it is working closely with the California and Delaware Attorneys General to establish its structure.
“OpenAI started as a nonprofit, remains one today, and will continue to be one – with the nonprofit holding the authority that guides our future,” the company’s Chairman Bret Taylor said in a statement Thursday.
The startup has been engulfed in a heated legal battle with Elon Musk, one of its co-founders. Musk has been trying to keep OpenAI from converting into a for-profit company as he competes in the generative AI market with his own startup, xAI.
OpenAI said its nonprofit is also opening applications for the first phase of a $50 million grant initiative that is aimed to support other nonprofit and community organizations across AI literacy, economic opportunity and community innovation.
Microsoft CEO Satya Nadella departs following a meeting of the White House Task Force on AI Education in the East Room of the White House in Washington on Sept. 4, 2025.
Eric Lee | Bloomberg | Getty Images
Microsoft CEO Satya Nadella told employees in a meeting on Thursday that the company has work to do to smooth relations with employees after announcing several rounds of layoffs and a mandated partial return toin-person work.
In the meeting that was held online, an employee asked executives to speak about a perceived lack of empathy in the company’s culture as of late and steps Microsoft is taking to rebuild trust with its workforce.
“I deeply appreciate that, the question and the sentiment behind it,” Nadella said, in audio that was obtained by CNBC. “I take it as feedback for me and everyone in the leadership team, because at the end of the day, I think we can do better, and we will do better.”
Nadella’s comments come after Microsoft slashed 9,000 jobs in July, following smaller reductions in the months prior. On Tuesday, Microsoft said workers living near its headquarters in Redmond, Washington, must come into the office three days a week, starting in February, with a broader rollout to follow.
Amy Coleman, Microsoft’s human resources chief, said at Thursday’s meeting that reception to the return-to-office announcement has been mixed, with some workers feeling like they’re losing autonomy. But she said that employees in and around Seattle already come in, on average, 2.4 times each week.
Like most of the tech industry, Microsoft went fully remote during the pandemic, and made particular use of its internal Teams video and chat offerings, which gained rapid adoption during that period. Microsoft has been slower than many of its peers to put a mandate in place for coming back to the office. Amazon, one of Microsoft’s top rivals, called employees back to offices five days a week in January.
While Nadella and the executive team are taking criticism from some staffers, Wall Street is applauding the company’s growth and execution. The stock is up almost 20% this year, outperforming the broader market, pushing Microsoft’s market cap to $3.7 trillion, which trails only Nvidia among the world’s most-valuable companies.
In July, Microsoft reported a 24% increase in net income to $27 billion. The company’s gross margin was under 69%, compared with 71% in late 2023. It’s rapidly building and renting data center infrastructure to meet artificial intelligence demand.
Nadella said at the meeting that with remote work, new employees and those who are early in their careers don’t always feel a sense of apprenticeship or mentorship.
“Management is just mostly all remote, but the interns are all, you know, in one location,” he said. “And so those are things that just will break a social contract.”
Microsoft didn’t immediately provide a comment.
Even with Microsoft’s rapid expansion, Nadella said the company is feeling the pressure. It’s a common theme in the software industry, as concerns proliferate about the impact of AI and its potential to automate work.
“We have some very, very hard work ahead of us, and that hard process of renewal is essentially what we have to do,” Nadella said. “You have to be hardcore in terms of an intellectual honesty about what really needs to happen.”
Microsoft’s Azure cloud business grew 39% in the latest quarter, but revenue in the Windows and devices business increased by just 2.5%.
“Some of the biggest businesses we built may not be as relevant going forward,” Nadella said. “Some of the margin that we love today may not be there tomorrow, and that means you have to be way ahead of all of those going away, right?”
Microsoft, which celebrated its 50th anniversary in April, will retain its core values as it confronts market realities, Nadella said.
“Capital markets have one simple truth,” he said. “There is no permission for any company to exist forever.”
That wasn’t the only contentious topic at the meeting.
Employees are awaiting details from a third-party investigation after The Guardian said in August that Israel’s military used Microsoft’s Azure cloud infrastructure to store Palestinians’ phone calls as part of Israel’s invasion of Gaza. Microsoft has fired five employees following protests at its headquarters in Redmond, according to a statement from the group No Azure for Apartheid.
Microsoft President Brad Smith, whose office the protesters entered, addressed the issue on Thursday. He said that he and Coleman met with Jewish Microsoft employees, who have been harassed and threatened and have seen their public information shared online.
“We don’t get to control what happens outside Microsoft, but we need to be clear about one thing,” Smith said. “There is no room for antisemitism at Microsoft, and as a company and as a community, we will protect this group and defend them from that.”