Meta Ads Library adds WhatsApp filter and low impression labels
Meta has rolled out two key updates to its Ads Library, giving users more ways to track and analyse advertisements. The changes, introduced on 22 December 2025, include a new filter for WhatsApp ads and a warning for low-performing campaigns. These adjustments reflect the company’s push to expand monetisation across its messaging services.
The first update allows advertisers to filter ads by WhatsApp, a platform with 1.5 billion daily users. This addition follows Meta’s June 2025 launch of WhatsApp Status ads, which use personal data from linked Facebook and Instagram accounts for targeting. The move aligns with Meta’s broader strategy of unifying ad measurement across its apps, including Facebook, Instagram, Messenger, Audience Network, Threads, and now WhatsApp.
The second update adds a ‘Low impression count’ badge to ads with fewer than 100 impressions. This indicator appears alongside existing metadata, such as the ad’s start date and total active time. Meta’s threshold of 100 impressions marks its internal benchmark for underperforming campaigns. The Ads Library itself remains a searchable database of active and recently completed ads across Meta’s platforms. While WhatsApp ads are now filterable, no records confirm which companies might test the feature first in late 2026.
The updates provide advertisers with clearer insights into ad performance and platform reach. WhatsApp’s inclusion in the Ads Library also signals Meta’s ongoing effort to monetise its messaging services. Both changes are now live for users reviewing campaigns in the library.
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