I have spent almost all of my adult life keeping track of as well as analysing digital trends, and I am fascinated by Meta’s latest move to bring ads to WhatsApp. For the first time, WhatsApp is stepping into the advertising world.

This is a huge change for everyone who uses the platform, and I want to share my take on what’s happening now and what I think the future holds.

The current state: WhatsApp’s big shift

For over a decade, I saw WhatsApp as a simple and private messaging app. It was free from the ads I see on Facebook and Instagram. The founders had even promised that it would never have ads. That promise started to change when Meta acquired WhatsApp in 2014. Now, in 2025, we are seeing the platform’s biggest step towards ads.

Ads are appearing, but in a specific place. They are only in the “Updates” tab, which is separate from my private chats. This is the area where I browse Channels and Status updates. About 1.5 billion people use this tab every day, so it’s a massive space for advertisers. Meta has been clear that our personal messages, calls, and statuses will remain end-to-end encrypted and free of ads.

WhatsApp is introducing three main advertising features:

• Status ads: Similar to Instagram Stories, ads will appear as you scroll through Status updates.
• Promoted channels: Businesses and creators can pay to increase their channel’s visibility in the Discovery section.
• Channel subscriptions: Channel owners can charge users for exclusive content, with Meta taking a cut – typically around 10 per cent.

The Ads targeting is based on data like your age, location, language, the channels you follow, and your interactions with ads – but not your personal messages, calls, or group memberships. If you link your WhatsApp account to Facebook or Instagram, expect more personalised ads.

Facts and figures: What’s at stake

Let’s ground this in numbers and context:

• User base: WhatsApp boasts over three billion monthly active users, with 1.5 billion visiting the Updates tab daily.
• Monetisation potential: Analysts at Morgan Stanley predict that WhatsApp ads could generate US$3–5 billion annually for Meta, with an optimistic scenario reaching US$6 billion. Cantor Fitzgerald raised Meta’s price target to US$807, citing upside from WhatsApp’s new ad features.
• Privacy: WhatsApp emphasises that ads will not use the contents of your private messages or calls for targeting.
• Global reach: About 95 per cent of WhatsApp users are outside the US, which means monetisation rates may be lower than on Facebook or Instagram, but the sheer scale is staggering.

The user experience: What changes, what doesn’t

My core WhatsApp experience of messaging friends and family remains the same. The ads are kept in the Updates tab. I can choose to ignore that tab or even disable it in the settings. Since I mostly use WhatsApp for chats, I don’t see a difference in my day-to-day use.

Also Read: Why AI is essential to understanding consumer behaviour for marketing success in 2025

However, when I do engage with Channels or look at Status updates, the experience is now more commercial. I see sponsored content next to updates from creators I follow. This was a deliberate choice by Meta to keep ads out of our private conversations. It’s how they are trying to make money while protecting the app’s reputation for privacy.

The business perspective: New opportunities

For businesses and marketers, this is a watershed moment. WhatsApp’s massive, engaged audience is now accessible through native advertising formats. Retailers can promote products via Status ads, boost their channel’s visibility, and even monetise content through subscriptions. The ability to target users based on location, language, and interests – without touching private data – offers a unique blend of reach and privacy compliance.

Performance marketing experts are calling this the next big opportunity for customer engagement, especially for online retailers looking to connect with audiences in emerging markets. The integration of click-to-message ads from Facebook and Instagram, directing users to WhatsApp for direct interaction, is already a proven channel. Now, with in-app ads, the funnel becomes even more seamless.

The future: What’s next for WhatsApp ads?

I believe the introduction of ads is just the start. Meta has a history of slowly adding more ads to its platforms over time.

Here’s what I foresee:

• Expanded ad formats: I expect to see more interactive ads, similar to what I already see on Instagram and Facebook.
• Increased personalisation: As more data is shared across Meta’s apps, the ads will likely become more tailored to my interests.
• Global growth: I think WhatsApp ads will become a key tool for businesses to grow, especially in markets outside of the West.
• User backlash: I do worry about potential user backlash. Not everyone will welcome this change. In places like the UK and Europe, WhatsApp is seen strictly as a messaging tool. There’s a risk that users will get frustrated if ads become too intrusive. Meta has to be careful to balance making money with keeping user trust.

Also Read: From one-off deals to long-term partnerships: The new rules of influencer marketing

My perspective: Balancing growth and trust

As someone who values both innovation and privacy, I see this move as a double-edged sword. On one hand, it’s a logical step for Meta to monetise one of its largest platforms, especially as traditional ad markets mature. The Updates tab is a sensible place for ads, keeping them separate from private conversations.

On the other hand, I have always loved WhatsApp for its simplicity. My main concern is that it could slowly become more like Facebook or Instagram—cluttered and commercial. This might cause it to lose the trust of users who, like me, appreciate its clean design.

For now, the changes are measured and respectful of user boundaries. But as Meta pushes for more revenue, the challenge will be to maintain that balance. If ads become too pervasive or the Updates tab feels forced, users may look elsewhere – especially in a market where privacy-focused alternatives like Signal and Telegram are waiting in the wings.

Final thoughts

WhatsApp’s entry into the world of ads marks a new chapter for the platform and for Meta. The current state is one of cautious experimentation, with ads confined to non-private spaces and targeting based on non-intrusive data. The future is bright for businesses and marketers, but the true test will be whether WhatsApp can grow its ad business without alienating its core user base.

As an avid WhatsApp user, I’ll be watching closely – hoping that Meta remembers what made WhatsApp special in the first place, while embracing the opportunities that this new era brings.

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During my recent interactions with a number of founders at Founders Forum Asia 2025, I noticed that there’s this massive blind spot that’s driving me nuts. Everyone’s obsessing over the next unicorn, the latest funding round, or which AI tool will revolutionise their workflow, and rightly so. But something that’s taken a backseat that could actually make or break them: strategic communications.

You might say that’s probably because I work in the industry. But this isn’t some shameless plug; this is about safeguarding the license to operate in a market.

The “we’ll figure it out later” problem

The reality is that brilliant founders with game-changing ideas treat communications like that friend you only call when you need something. They’re out here raising millions, building incredible products, and then… radio silence. Or worse, they say something that goes completely obtuse.

Take that whole Chocolate Finance mess. The way they handled the suspension of its instant withdrawal was like watching a masterclass in how NOT to communicate. Zero transparency, confused messaging, mismatch in audience platforms, and suddenly everyone’s questioning whether they ever knew what they were doing in the first place.

That’s what happens when you treat comms as an afterthought. It doesn’t matter how brilliant your product is if people think you’re sketchy.

Stage one: Don’t be a hot mess from day one

In those early days, pre-seed through “holy crap, people actually want this thing”, your story is YOU. There’s no fancy office or impressive team headcount to hide behind. It’s just you, your pitch deck, and your ability to convince people you’re not completely insane.

Also Read: Singapore’s green future – Are homes and condominiums ready for EVs?

Singapore’s business community is tight-knit. Word travels fast, and reputations stick. Mess up your narrative early, and you’ll be explaining that fumble for years. Meetings can get tanked even before they even started because their LinkedIn was a disaster or they couldn’t explain their vision without using seventeen buzzwords that meant nothing.

Here’s the thing: credibility isn’t just about what you say, it’s about saying it consistently, authentically, and in a way that doesn’t make investors want to run for the hills.

Stage two: Growing pains are real (and public)

Once you’re scaling, things get messy fast. More employees, more customers, more opinions, and more ways to screw up publicly. Southeast Asia’s media landscape is like a game of telephone played across six countries with different languages and cultural contexts. One poorly worded statement can go viral in ways you never imagined.

Look at what happened with eFishery in Indonesia, the regional agritech darling until internal drama exploded online. Suddenly, everyone’s talking about poor governance and fraud instead of their innovation. That’s millions in reputation value down the drain because they didn’t have proper internal and external communications strategies.

When you’re growing fast, communications becomes less about telling your story and more about making sure your story doesn’t spiral out of control.

Stage three: The big leagues have big consequences

By the time you’re eyeing IPOs, acquisitions, or major market expansions, every word matters. Regulators are watching, investors are scrutinising, and the media’s ready to pounce on any inconsistency. This is where founders discover that their casual approach to communications isn’t going to cut it anymore.

Also Read: Singapore’s regulatory vision is shaping cross-border payments in Asia: Report

At this level, you need someone who understands that communications isn’t just about managing media, it’s about protecting and building the asset that is your reputation. Because let’s be honest: you can fix a product bug overnight, but rebuilding trust? That takes years.

The bottom line (from someone who actually does this for a living)

I’m not saying every startup needs a full communications team from day one. But treating communications as “something we’ll deal with when we have money” is like saying you’ll worry about brakes after you learn to drive. It’s backwards, and it’s dangerous.

The best leaders I’ve worked with understand that communications isn’t about spin, it’s about building authentic relationships with everyone who matters to your business. Customers, investors, employees, partners, even competitors. In a place like Singapore, where reputation and relationships drive everything, this isn’t optional.

So here’s my challenge to Singapore’s startup community: Stop treating communications like it’s beneath you or “just marketing.” Start seeing it as what it really is — your competitive advantage. Because in a world where trust can be lost in a tweet and built over years, the companies that master authentic communication are the ones that’ll still be standing when the dust settles.

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Did you know that 59 per cent of marketers say email drives their highest ROI, yet most startups treat it as an afterthought. Ok, ok, I heard you. I know that you know that email works, and you are busy building awesome products and don’t need another ‘did you know’ post! 

So let me get straight to the point and share some actionable checklists that you can use to streamline your email strategy. I aim to get you thinking about how to engage your customers, drive meaningful conversations through email, and build a long-term relationship because a robust email strategy has been proven to work!

Let’s accept that startups come from an entirely different ecosystem than a well-established brand. At a hyper-growth phase, the main aim is brand awareness, acquisition, and ultimately sales. If thought through well, a boot-strapped and resource-crunched start-up can aim for organic growth through a well-established email strategy.  

Why Startups Need a Robust Email Strategy (or, well, at least a basic one)

So, where do you begin? While building your business, you may have come into contact with people or companies that showed interest in your products along the way. Whether it was a very early stage investor, a friend, an ex-colleague, mentors, VCs, etc., or you already have a fair idea of your ideal target customer. At a trade show, you accumulate name cards from visitors who may have some early-stage interest, curiosity, or collaboration potential.

Let’s not miss your site visitors who have willingly given their email addresses in exchange for valuable information on your site. These highly heterogeneous mixes of contacts could become your starting point for gathering leads and building your email database. This precious list of emails becomes your starting point for creating a snowball effect to build email databases.

Like your product, not one size fits all in marketing. Personalisation and custom-tailoring messages go a long way in building meaningful conversations with your contacts.

Thoughtful strategy will help you focus on where you want to acquire new leads, or have a thought-provoking discussion that helps retain your audience, and take the opportunity to showcase your product’s benefits that help solve critical business challenges.

Just a little bit of effort goes a long way!

Also Read: Unlocking email marketing success: 5 foolproof tips every startup must embrace

Some common mistakes startups usually make are:

• Sporadic sends without proper audience segmentation. (emailing a finance executive about technical specs of your services- mail lands in bin or worse, tagged as ‘blocked!’) 
• Infrequent email sends or just too many!
• Emails that look and sound like spam (sorry, but host providers may automatically label them as spam).
• Incoherent, inconsistent message flow, randomisation of messages.
• Unsure of the conversation flow and when to make the final proposal. 
• Not looking at the right matrix to evaluate the effectiveness of your email strategy.

Key components of a high-impact email strategy

• Audience segmentation

We know that in this highly heterogeneous mix of audiences, one size fits all fails to achieve a desired outcome. A highly personalised email strategy considers the audience type according to the industry, geography, product familiarity, audience seniority, and stage in the funnel, and then builds an entire chain of communication email content right from onboarding, to nurturing, enticing, and conversion.

It may sound like a lot, but to maximise the most out of crunched resources, priortising high-value clients is a good way to take the first look in email marketing. For example, create a simple matrix that maps your customers based on high vs. low value on one axis, and level of product familiarity on the other.

• Metrics that matter: Open rates, CTR, conversions

Track only the metrics that matter. A considerable number of emails sent with a low open rate might mean the irrelevance of the message to the recipient. What the post click conversion rate, unsubscribe rate, and mql rate tell a lot about the lead quality, bounce rate. The inbox placement rate is just one metric that guides your email strategy.

• Personalisation and automation

Why not get creative with your messaging and include a video in emails? Email is typically seen as a text-to-text, one-way messaging platform. Incorporating a hook with a call-to-action, infographics for visual appeal, using a first-person voice, adding GIFs, humour, and trivia as a sublime.

Also Read: Think you can spot email phishing? Privacy Ninja puts you to the test

• Test and iterate

I couldn’t emphasis more the test-learn-optimise loop. A broad-level strategy might cut across companies of all levels, but a customised approach needs first-hand data to establish best practices that work for your company. A gut feeling approach may help you take the first step, but moving on with experimenting with the timing, subject line, content form, content type, headlines, images etc will help you take data-driven, informed decisions. 

Some common pitfalls to avoid

• Overloading subscribers with too much information.

Once you’ve defined your goal, stick to it—and build a clear narrative around it. Don’t start with your hobbies or recent private yacht trip when introducing yourself to someone new. Lead with what matters. Make it relevant, purposeful, and aligned with the impression you want to leave.

• Don’t fall for sales offer trap

While making a sales pitch to every email sent may be tempting, placing yourself in the recipient’s mind and empathising with the email reader will help you define the messaging and proposition.

• Unethically gathering email database

I’ve been cleaning up my inbox by unsubscribing from emails I don’t even remember signing up for. Most of them are outdated or irrelevant, and they clutter my inbox, making me worry I’ll miss something important. Remember: open rates are influenced by how often your emails are opened, not by the size of your database.

A bloated list doesn’t help performance. Use a double opt-in process to improve deliverability and avoid the spam folder. It ensures your audience actually wants to hear from you—and keeps your list clean and engaged.

In short

Startups can’t afford to treat email marketing as an afterthought. With the right strategy—focused on segmentation, personalisation, and clear communication—email becomes a powerful tool to drive growth, engagement, and trust. Avoid the common traps of spamming, irrelevant content, and vanity metrics.

• ​​Start with a clean, relevant email list—quality beats quantity.
• Segment your audience by role, funnel stage, and familiarity, etc. with your product.
• Personalise your content to build real conversations, not just clicks.
• Focus on key metrics like open rate, CTR, and conversions—not just send volume.
• Test, learn, and iterate—your strategy should evolve with data, not assumptions.

And most importantly, improvise as you grow—just like your business.

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Public Relations (PR) has always been about building relationships, crafting compelling stories, and managing reputations. Traditionally, this involved a lot of manual work—researching media contacts, writing press releases, and monitoring coverage.

However, the advent of Artificial Intelligence (AI) and automation has ushered in a transformative era for PR professionals. Programmatic PR, which combines AI and automation, is revolutionising how we approach outreach, making it more efficient, targeted, and personalised.

Understanding p PR

Programmatic PR refers to the use of AI and automation tools to streamline and enhance PR activities. This includes automating routine tasks like media monitoring, sentiment analysis, and press release distribution, as well as leveraging data analytics to craft more targeted and effective campaigns.

Key components of programmatic PR:

• AI-powered media monitoring: Tools that scan vast amounts of media content in real-time to track brand mentions and sentiment.
• Automated press release distribution: Systems that distribute press releases to targeted media lists based on relevance and past engagement.
• Predictive analytics: AI algorithms that analyse data to predict media trends and audience responses.
• Personalised outreach: Automation tools that tailor pitches and messages to individual journalists or audience segments.

Benefits of programmatic PR:

• Enhanced efficiency: Automation reduces the time spent on repetitive tasks, allowing PR professionals to focus on strategy and creativity.
• Improved targeting: AI analyses data to identify the most relevant media contacts and audience segments, increasing the likelihood of coverage and engagement.
• Real-time insights: AI tools provide instant feedback on campaign performance, enabling quick adjustments and more agile PR strategies.
• Cost-effectiveness: By streamlining processes, organisations can achieve better results with fewer resources.

Also Read: Community in thought leadership: Highlights from the e27 Contributor Programme Roundtable at Echelon Singapore 2025

Implementing programmatic PR: A step-by-step guide

• Step one: Identify Objectives

Before integrating AI and automation, clearly define your PR goals. Are you aiming to increase brand awareness, manage a crisis, or promote a new product? Understanding your objectives will guide the selection of appropriate tools and strategies.

• Step two: Choose the Right Tools

Select AI and automation tools that align with your goals. For media monitoring, consider platforms like Meltwater or Cision. For press release distribution, tools like PR Newswire or Business Wire offer automated services.

• Step three: Integrate with Existing Systems

Ensure that your chosen tools can integrate with your current CRM, email marketing, and analytics platforms. This integration facilitates seamless data flow and more cohesive campaigns.

• Step four: Train Your Team

Provide training for your PR team to effectively use new tools. Understanding how to interpret AI-generated insights and adjust strategies accordingly is crucial for success.

• Step five: Monitor and Adjust

Continuously monitor campaign performance using AI analytics. Be prepared to make data-driven adjustments to optimise results.

Case study: AI in action

A leading tech company aimed to launch a new product in the Asia-Pacific region. By implementing programmatic PR strategies, they achieved remarkable results:

• Media monitoring: AI tools identified key journalists and influencers discussing similar products.
• Personalised outreach: Automated systems crafted tailored pitches for each contact, increasing open and response rates.
• Sentiment analysis: Real-time monitoring allowed the team to gauge public perception and adjust messaging promptly.

The campaign resulted in a 40% increase in media coverage and a 25% boost in positive sentiment compared to previous launches.

Challenges and considerations

While programmatic PR offers numerous benefits, it’s essential to be aware of potential challenges:

• Data privacy: Ensure compliance with data protection regulations when using AI tools that process personal information.
• Over-reliance on automation: Maintain a balance between automation and human touch to preserve authenticity in communications.
• Tool selection: Carefully evaluate tools for reliability, scalability, and support to avoid disruptions in your PR activities.

The future of programmatic PR

The integration of AI and automation in PR is not a passing trend but a fundamental shift in how we approach communication. As technology continues to evolve, we can expect even more sophisticated tools that offer deeper insights and greater personalisation.

PR professionals who embrace programmatic strategies will be better equipped to navigate the fast-paced media landscape, deliver impactful messages, and build stronger relationships with their audiences.

Programmatic PR is transforming the public relations industry by combining the power of AI and automation to create more efficient, targeted, and effective campaigns. By understanding and implementing these strategies, PR professionals can enhance their outreach efforts, achieve better results, and stay ahead in an increasingly competitive landscape.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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A recent LinkedIn post asked a simple question: How much do people think startup founders earn?

The answers were telling. Many assumed six-figure salaries. Some imagined overnight wealth. A few guessed correctly — far less than expected.

The conclusion was blunt: don’t start a startup if you want money.

And that statement isn’t wrong. But it’s incomplete. Because it assumes there’s only one way to be a founder, and that’s where the narrative quietly breaks.

What the post gets right (and why founders should listen)

Let’s be clear: building a startup is not glamorous.

Early-stage founders are often:

• Underpaid
• Overworked
• Doing sales, ops, product, and customer support at once
• Carrying far more risk than their corporate counterparts

Compared to a stable corporate role, entrepreneurship can look irrational in the short term. In a company, you trade time for predictable income. You climb a ladder. Your pay increases with seniority. Bonuses are tied to performance. The rules are known.

Founding flips that entirely.

In the beginning, you may have no base salary at all. You earn nothing until something works. And even when it does, money doesn’t show up neatly in a payslip.

That reality alone filters out many people, and it should.

If someone starts a startup expecting quick, easy money, disappointment is almost guaranteed.

So yes: startups are not a shortcut to wealth.

Where the narrative becomes too narrow

The problem isn’t the warning — it’s the assumption underneath it.

Most conversations about founder income quietly assume:

• VC-backed startups are the default
• Exits are the only real wealth event
• Salary equals success
• Sacrifice is unavoidable

That’s a very specific lane of entrepreneurship. It’s not the whole highway.

Also Read: Why Southeast Asia’s founders can no longer afford to wing their communications

Venture capital is one option, not the definition of success. A sustainable business is still about sales, revenue, and profit. A strong P&L gives founders leverage with investors, partners, or no one at all.

Just like in a corporate career, founders start “low.” The difference isn’t effort — it’s mechanics.

Employees earn by position. Founders earn by design.

Founders don’t get paid — they design income

This distinction matters.

Founders don’t “get paid” the way employees do. They design income structures.

Early on, that might mean:

• No base
• Performance-based payouts
• Irregular cash flow
• Reinvestment instead of take-home pay

As things mature, income becomes more structured — sometimes a fixed base, sometimes distributions, sometimes upside deferred to exits.

In my own journey, different ventures behaved very differently.

A tech startup I run pays a modest base. The meaningful upside comes later through scale or exit. Another venture doesn’t have a base at all, but it generates a monthly cash flow. Both are businesses. Both are valid. They just optimise for different outcomes.

The mistake is measuring founders by salary alone. That’s like judging an investor by monthly allowance instead of portfolio growth.

Cashflow vs exit is a design choice

Not every founder is building for a billion-dollar exit.

Some are building:

• Automated solopreneur businesses
• Profitable service models
• Portfolio ventures
• Lifestyle-aligned companies generating six figures a month

With today’s tools, it’s entirely possible to:

• Automate operations
• Use AI to replace early hires
• Design lean, profitable systems
• Maintain control over time and direction

A solo founder earning consistent cash flow with control over their calendar is not “less successful” than a VC-backed founder waiting seven years for liquidity.

They’re just playing different games.

And success depends on how you define it.

Also Read: The art and science of feedback: A guide for first time founders and new managers

The sacrifice myth is outdated

The idea that founders must work 365 days a year and sacrifice everything is often treated as a badge of honour. In reality, it’s usually a sign of poor system design.

With AI and automation, the rules have changed.

One example: I launched an AI product in under a month — not as a grand “startup idea,” but as a lifestyle solution. It solved a real problem I personally had. It worked for me. I offered it to others.

What didn’t work in the past were abstract ideas disconnected from real pain. This shift matters.

The most sustainable businesses today are not built on suffering — they’re built on usefulness. If something works in your life, there’s a good chance it works for others, too. That approach reduces risk, shortens feedback loops, and removes unnecessary sacrifice.

Wanting money isn’t a red flag

There’s a common belief that investors can “smell” founders who want money, and that this is inherently bad.

That’s not quite right.

Wanting money isn’t the issue. Wanting money without patience, skill, or systems is.

Money is not evil. It’s leverage. It accelerates outcomes. It makes processes easier. It allows you to build faster and smarter.

The difference is whether money is coming from desperation or intentional design.

Founders who treat money as an accelerator — not a lifeline — tend to make better decisions.

Who shouldn’t start a startup

Not everyone should be a founder. And that’s okay.

If you:

• Don’t want to do the work
• Dislike problem-solving
• Want certainty above all else
• Expect effort without discomfort

Don’t start a startup. Invest instead. Or build skills first. There are no miracles here.

Entrepreneurship is not superior to employment — it’s simply different. One trades predictability for optionality.

Also Read: SEA Founders, take note: Nvidia’s ecosystem strategy is your 2026 survival guide

The real wealth lever most people miss

The biggest misconception about founder wealth is thinking it comes from one moment — an exit, a valuation, a big cheque.

In practice, wealth compounds through two quieter forces:

• Control over your calendar
• Compounding reputation

Time autonomy allows founders to choose where to focus.
Reputation creates deal flow, trust, and optionality over time.

Those two together unlock opportunities that salaries never will — regardless of how high they climb.

So… do startups pay well?

That depends. Well when? Well how? Well by whose definition?

Startups are businesses. Businesses exist to solve problems. Solve real problems, structure them intelligently, and revenue follows.

The problem isn’t that startups don’t pay well. The problem is assuming they pay like jobs — when in reality, they reward design, leverage, and patience.

And for those willing to play that game properly, the upside isn’t just money. It’s autonomy.

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