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WhatsApp introducing advertising is a potentially lucrative but risky move

By Yusuf Oc, Associate Professor of Digital Marketing and AI, City St George's, University of London
Janina Steinmetz, Professor in Marketing, Bayes Business School, City St George's, University of London

The decision to start advertising on WhatsApp marks a major shift for a private messaging service that has long positioned itself as being different from other social media platforms.

Back when Meta (then known simply as Facebook) bought it…

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