Advertising on Threads and WhatsApp in 2026: Meta’s new placements
In 2026, Meta opened two new ad placements: Threads, whose ads have been rolled out to all users worldwide since January 2026, and WhatsApp, with Status ads and Promoted Channels, only in the Updates tab. Both are bought from the usual Meta Ads Manager.
Key takeaways
- Threads: over 400 million monthly users, image, video, 4:5 and carousel ads, automatic placement via Advantage+.
- WhatsApp: Status ads, Promoted Channels and channel subscriptions, never in private chats.
- In the European Union, WhatsApp ads arrive later, rolling out gradually in 2026 for regulatory reasons.
- For most advertisers, the simplest path is letting Advantage+ include these placements, then comparing results by placement.
Threads: ads for everyone since January 2026
Meta tested ads on Threads from early 2025 in the US and Japan, then opened them to advertisers worldwide in April 2025. On January 21, 2026, TechCrunch reported ads rolling out to all users worldwide, with a deliberately low ad load at first. Threads then claimed over 400 million monthly users.
Available formats: image, video, 4:5 and carousel. Threads ads are managed like Facebook and Instagram ones: automatic placement via Advantage+ or manual selection, with brand safety verification by Meta partners extended to the Threads feed.
WhatsApp: the Updates tab becomes ad space
Announced in June 2025, WhatsApp advertising is confined to the Updates tab, home of Status and Channels. Three products: Status ads, placed between your contacts’ statuses; Promoted Channels, highlighted in the channel directory; and paid channel subscriptions. Private chats, groups and calls stay ad-free and end-to-end encrypted.
The global rollout accelerated in early 2026. In the European Union, Meta said in its March 2026 DMA report that it was preparing the launch “in the coming weeks”, arriving gradually country by country.
Is it worth it?
Threads or WhatsApp: who it’s for
Our recommendation
Don’t build a dedicated Threads or WhatsApp campaign to start with. Let Advantage+ placements include them in your existing campaigns, then check the breakdown by placement after two weeks. If one delivers a lower cost per result, you’ll know where to lean in.
On the organic side, Threads is a great place to test ideas before sponsoring them. Perroly publishes and schedules your Threads posts: see our complete Threads guide.
Frequently asked questions
Can you advertise on Threads?
Yes: Threads ads are bought from Meta Ads Manager and shown to all users worldwide since early 2026, in image, video, 4:5 and carousel formats.
Are there ads in WhatsApp chats?
No. WhatsApp ads only appear in the Updates tab (Status and Channels); chats, groups and calls stay ad-free.
Are WhatsApp ads available in Europe?
The European rollout comes later than elsewhere, for regulatory reasons, and happens gradually in 2026. Check availability in your Ads Manager.
Does Perroly publish to Threads?
Yes: Perroly schedules and publishes your Threads posts organically. Meta ads management is in the works.