Since then, industry watchers have been watching closely for signs the company plans to monetize the platform more. Meta (then Facebook) bought WhatsApp in October 2014 for around $22 billion. These initiatives offer Meta the ability to boost advertising revenue, stay relevant with small businesses and gain incremental revenue from the premium services offered, analysts said. Soon the company will roll out a premium service to small businesses, and it's doubling down on a newer advertising format called "click-to-message," which allows consumers to click on a company's ad within Facebook or Instagram and directly start a conversation with that business on Messenger, Instagram or WhatsApp.
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