Author: Yusuf Oc, Associate Professor of Digital Marketing and AI, City St George's, University of London

shutterstock metamorworks/Shutterstock 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 in 2014 for US$19 billion, WhatsApp had an unusual and simple business model. Users […]