Facebook is apparently taking a step back from its previous plans to sell ads inside its WhatsApp app. According to The Wall Street Journal, the owner of the popular messaging service had plans to launch ads across WhatsApp and was already building solutions.
However, Facebook backed away from these plans more recently.
That’s not to say that ads couldn’t roll out across the messaging app in the future. For now, however, WhatsApp remains ad-free.
Facebook acquired WhatsApp back in 2014 for $22 billion. WhatsApp makers had been critics of any ideas to monetise the app, urging Facebook not to do so for security reasons.
Instead, the social media giant has focused on expanding business tools for WhatsApp so that brands and retailers can get in touch with consumers.
Apparently, encryption on WhatsApp is causing major technological challenges for Facebook to implement adverts.