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WhatsApp to Start Showing more Adverts in Messaging App

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WhatsApp is launching three new ad features in a global roll-out across the messaging app.

WhatsApp to Start Showing more Adverts in Messaging App

The Meta-owned platform said the new ads will not be shown in the same place as people’s private chats, nor will the contents of their messages – which are encrypted – be used to decide which ads to display.

WhatsApp will instead use the country, city and language of the user, as well as how they interact with other ads and which channels they follow, to drive suggested content.

But people who have chosen to link their WhatsApp account to Facebook or Instagram will see more personalised ads.

The new ad features will appear in a section called Updates, which is a separate tab at the bottom of the app.

WhatsApp claims to have 1.5 billion users globally.

Businesses with channels will be able to choose to promote ads in the Updates section to attract new followers, and also charge a subscription to access extra content.

WhatsApp will eventually take a 10% commission of that fee, and there may also be extra costs on top of that taken at the app store level depending on the size of the business.

Firms will also be able to advertise in the form of a status update, which looks similar to an Instagram story and will link through to start a chat if clicked on.

Social media expert Matt Navarra told reporter that Meta is “laying the foundation for WhatsApp to finally become a monetisable platform at scale”.

But “monetising the periphery” of WhatsApp, while keeping personal chats private, would not be without risk for the company, he added.

This could particularly be the case in markets like the UK and Europe, he said, where the app is viewed primarily as a messaging tool with less appetite for content feeds or adverts.

“Any perception that the app is becoming noisy or Facebook-ified will spark backlash,” he said.

How does WhatsApp make money?

‘Natural extension’

It’s no coincidence that the new features bring WhatsApp more in line with Meta’s other platforms Facebook and Instagram.

“Obviously there’s overlap,” said WhatsApp boss Will Cathcart.

“We have stories on Instagram and stories on WhatsApp, and we now have a way for businesses to promote themselves in both, and we think that’s a good thing.”

He said he believed the move was a “natural extension of messaging services” and not dissimilar to features of rival apps such as Snapchat and Telegram.

For Mr Navarra, it also reflects a wider shift in the social media landscape.

“The feed is dying, public sharing is down, people are retreating into DMs and Stories in small groups,” he said.

“Meta’s trying to turn WhatsApp into a platform without users realising it and if they move too fast or it starts to feel like another ad network, people might disengage or maybe worse, distrust the app.”

 


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Ebere Melum-Nwogbo is a trained and practicing journalist. She is passionate about ICT and business journalism. She has over a decade experience spanning money and capital market as well as information technology

Telecom

ATCON Commends FG for $2Bn “Project Bridge”, Pledges Support

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Association of Telecommunication Companies of Nigeria (ATCON) on Monday commended the Federal Ministry of Communication, Innovation, and Digital Economy (FMCIDE) for spearheading a new initiative known as ‘Project Bridge’.

ATCON Commends FG for $2Bn "Project Bridge", Pledges Support

Tony Emoekpere, president, ATCON, stated in an interview with NAN in Lagos that the initiative aimed to create a robust and resilient telecommunications backbone across Nigeria.

Emoekpere stated that the project was an ambitious public-private partnership designed to connect all 36 states and Abuja, as well as LGAs, via fiber optic cables.

According to him, the initiative is not meant to replace existing infrastructure but to complement it, creating a more resilient network.

“Right now, most of the networks that we have are linear in nature. ’Just imagine, if there’s only one road from Lagos to Ibadan; if anything happens to that road, you would not get to Ibadan.

‘’This project will create alternative routes,” he said.

The ATCON boss stated that the project was modeled after the successful PPP framework in the energy sector, with the government contributing a certain percentage to the Special Purpose Vehicle and the private sector providing the remaining funding.

He stated that the project’s goal was to establish alternative, redundant connections, thereby ensuring that services remained uninterrupted even if one part of the network was compromised.

The president expressed the full support of telcos, noting that the project would enable members to deliver services more effectively in locations where infrastructure was currently a significant challenge.

“With this project, we will have multiple options,” he said.

Project BRIDGE involves building a nationwide fiber optic network to expand digital infrastructure and connectivity, rather than a physical bridge, as part of Nigeria’s National Broadband Plan.

The project is a public-private partnership ($2 billion cost) using an SPV to deploy 90,000km of fiber-optic cable to enhance education, healthcare, and the digital economy.

 

 

 


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MTN Restores Services After Planned Network Maintenance in Parts of Adamawa, Borno, and Kano

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MTN Nigeria has successfully completed a scheduled network maintenance operation that affected 101 sites across 15 Local Government Areas (LGAs) in Adamawa, Borno, and Kano States.

The restoration marks a significant step in the company’s ongoing efforts to enhance service reliability in the Northeast region, amidst multiple fibre cuts and vandalism.

The maintenance, which took place on Sunday, August 24, involved the cutover of traffic to a newly installed fiber span along the AFCOT–Bawo Village route in Adamawa State.

This upgrade was necessary to replace a previously damaged section of the network infrastructure. All service maintenance was done within timeframe and restorations before 1 PM on Sunday August 24th.

We can confirm that all impacted sites have been fully restored, and services are now operating normally. We appreciate our subscribers’ patience and sincerely apologize for any inconvenience caused during the downtime.

The affected services included 2G, 3G, 4G, and enterprise connectivity, with temporary disruptions experienced in LGAs such as Girei, Song, Mubi North, Hong, and Michika in Adamawa; Askira/Uba and Shani in Borno; and Nasarawa in Kano.

The work was scheduled during daylight hours to ensure the safety of field engineers, given the linear and unprotected nature of the route.

This restoration is part of MTN’s broader strategy to strengthen its infrastructure in underserved regions and ensure consistent service delivery across Nigeria, amidst constant fibre cuts and vandalism.


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TikTok Unveils Artist Insights Platform in Nigeria

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TikTok has launched its music insights platform, TikTok for Artists, in Nigeria to support artist growth and fan engagement across the country’s vibrant music industry.

The platform, which debuted globally earlier this year, provides artists, labels, and management teams with access to daily-updated dashboards and analytics tools to track music performance, audience demographics, and fan interactions.

Toyin Mustapha, Head of Music Partnerships for the UK, Ireland, and Sub-Saharan Africa at TikTok, said the initiative was part of the company’s commitment to empowering African creators.

“With the launch of TikTok for Artists in Nigeria, we’re giving artists and their teams access to insights that can help them engage their fans in more meaningful ways and grow their careers globally,” Mustapha said.

The platform offers detailed song performance metrics, including views, posts, and creator engagements per track. It also provides granular post-level data such as likes, comments, shares, and completion rates, alongside demographic breakdowns by gender, age, and language.

In addition to analytics, TikTok for Artists includes educational resources and step-by-step guides to help artists build sustainable careers.

A key feature of the platform is the Pre-Release tool, which allows artists to launch campaigns for upcoming albums and enables fans to pre-save tracks on streaming platforms like Spotify and Apple Music.

British artist Jordan Adetunji described the platform as a “game changer,” noting its value in helping artists and their teams plan effective campaigns.

TikTok said the rollout reaffirms its investment in Africa’s creative economy and aims to foster deeper connections between artists and fans across the continent.

The platform is now available to all certified TikTok Artist Accounts, with access also extendable to managers and label teams.


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