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Meta’s decision to introduce ads to WhatsApp specifically within its Updates tab — marks a notable shift in how the messaging platform may be monetized. Known for its ad-free, personal environment, WhatsApp is now being positioned as part of Meta’s broader advertising ecosystem. Whether this move enhances brand connection or disrupts user experience is a question being actively debated.

For marketers like Prabhakar Tiwari, Partner, FRN Advisory, the potential is significant. “WhatsApp ads are likely to attract incremental ad spend rather than solely cannibalizing budgets from Meta’s existing platforms (Instagram, Facebook) or YouTube,” he says. Tiwari highlights the app’s high open rates and popularity in markets like India and Brazil. With new formats like click-to-WhatsApp and Status ads, brands gain access to distinct engagement points that go beyond Instagram’s visual storytelling or YouTube’s long-form video.

That said, Meta’s limited targeting capabilities for WhatsApp—based on broader data like geography and followed channels have raised concerns about performance. “Meta's restricted targeting options... align strongly with the platform's user experience priorities,” Tiwari explains. While this may reduce short-term ad precision that marketers are accustomed to on Facebook and Instagram (e.g., highly specific interest-based targeting), he sees it pushing brands toward more creative, relevant storytelling that works within WhatsApp’s conversational space.

The ROI question

Others echo the same sentiment with caution. “WhatsApp Status ads will lean more toward brand building,” says Prashant Puri, CEO and Co-founder, AdLift. “Until [tracking and targeting] capabilities evolve, performance marketers will need to supplement WhatsApp with more data-rich platforms.” Without robust attribution or targeting tools, the platform currently functions more as an add-on than a core performance driver. The current limitations on targeting, measurement, and attribution make it tough to hold WhatsApp ads to the same ROI benchmarks as channels like Meta or Google."

To unlock stronger ROI, Puri recommends layering in UTM tagging, multi-touch attribution models, and tighter integration with Meta’s broader tools like the Conversions API. For now, WhatsApp plays a role in the lower funnel—but isn’t quite built to anchor it.

As Amit Relan, Co-Founder and CEO, mFilterIt notes, “Platform-reported metrics may offer directional insights, but advertisers should be mindful that these won’t provide the full picture.” He suggests that brands guide users to external landing pages for deeper behavioral analytics and campaign clarity especially in an environment where third-party validation is inherently limited.

In India, however, where WhatsApp penetration is deep, some believe the potential is long-term. “Over the mid to long term, [Status ads] hold the potential to become a scaled, serious component of both brand and performance media mixes,” says Gopa Menon, Chief Growth Officer for APAC at Successive Digital. But, he adds, success hinges on how well these ads integrate into the platform’s trust-based, personal environment.

Meta's ad empire

It’s not just integration that’s evolving — it’s the infrastructure. Akshay Mathur, CEO of Unpromptd, points to Meta’s larger ambition: “AI won’t just have a larger role; it’ll be central... A company would just define its objective, and the AI would produce the ad creative, discover the audience, and drive the results, all within the closed system of Meta.” For WhatsApp, that means AI could generate and test thousands of native-feeling ad variations in real time, optimizing effectiveness without compromising user experience. It’s a vision where AI replaces traditional media planning and content creation entirely.

Read More:<a href="https://www.storyboard18.com/how-it-works/whatsapp-co-founder-no-ads-or-social-features-ever-intended-strengthening-metas-defense-66869.htm" rel="noopener" target="_blank">WhatsApp Co-Founder: No ads or social features ever intended, strengthening Meta's defense</a>

Still, this future contrasts sharply with WhatsApp’s foundational values. Brian Acton, co-founder of WhatsApp, recently testified in a US federal court that the platform “never aimed to build Facebook-like functionality like a feed or any Facebook-like features.” Acton presented a handwritten note from WhatsApp’s early days: “No Ads! No Games! No Gimmicks!” He also suggested the app could have remained sustainable as a subscription service and voiced criticism over WhatsApp Business’s potential impact on user privacy after his departure.

WhatsApp Status as the chai stall of digital India

Creative tone, therefore, matters more than ever. “Most likely, WhatsApp Status is going to be a place where people stalk their cousins, not discover the next big skincare brand,” says Harikrishnan Pillai,CEO and Co-Founder, TheSmallBigIdea. His advice is to blend in like family gossip — lo-fi visuals, voice notes, and captions that feel more like a “just sharing” moment than a hard sell.

Sowmya Iyer, Founder & CEO, DViO Digital agrees: “Avoid being overly promotional or intrusive.” She sees value for e-commerce, FMCG, and entertainment brands, but emphasizes the need for subtlety in a space that is inherently personal.

“Think of WhatsApp Status as the chai stall of digital India,” adds Sindhu Biswal, CEO & Co-founder, Buzzlab. “It’s intimate, local, and unfiltered.” For performance-led brands, this might not feel like a conversion-first channel—but it’s a strong candidate for mid-funnel activity. Most clients, he says, are “curious but cautious,” waiting to see case studies before going all in.

Some like Pranoy Kanojia, Vice President Strategy, Enormous, question whether the move goes too far. “It’s one of the last intimate spaces… where further marketing and advertising intervention is too intrusive.”

So, is WhatsApp advertising a breakthrough or a boundary crossed?

In its current form, it’s not a full replacement for high-scale platforms like Instagram or YouTube. But it may prove valuable as a deeply personal, high-engagement layer in omnichannel strategies especially if Meta can balance AI-driven scale with WhatsApp’s original ethos of privacy and simplicity.

Handled right, it’s an opportunity. Handled wrong, it’s just another message people learn to skip.

Read More:<a href="https://www.storyboard18.com/advertising/whatsapp-to-introduce-advertising-in-major-business-shift-70499.htm" rel="noopener" target="_blank">WhatsApp to introduce advertising in major business shift</a>

TL;DR – WhatsApp Ads: Breakthrough or Boundary Crossed?

Meta is rolling out ads on WhatsApp’s “Status” feature in the Updates tab, signaling a bold shift for the traditionally ad-free platform. Marketers see potential in its unmatched reach and engagement, especially in markets like India and Brazil. But limited targeting and tracking make WhatsApp more suited to brand building than performance marketing — for now.

Experts say success depends on blending into the platform’s personal tone: think voice notes and lo-fi visuals, not slick, salesy content. Meanwhile, Meta is betting big on AI to power ad creation and targeting, raising both hope and concern. Critics worry this compromises WhatsApp’s original promise of privacy and intimacy. Handled right, WhatsApp ads could be the next big brand layer. Mishandled, they'll just be more noise in your Status scroll.

Read More:<a href="https://www.storyboard18.com/advertising/ai-vs-agencies-mark-zuckerbergs-vision-of-ad-disruption-sparks-debate-in-india-65474.htm" rel="noopener" target="_blank">AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India</a>

Chai stall or billboard? WhatsApp becomes ground zero for Meta's growing ad ambitions

Meta has appointed Arun Srinivas as India Head and Managing Director. "We are appointing Arun Srinivas as the Managing Director and Head for Meta in India. This follows the recent announcement of Sandhya Devanathan taking on an expanded role of leading both India and South East Asia," announced Meta.

As part of his new and expanded role, Srinivas will focus on bringing the organization’s business, innovation, and revenue priorities together to serve partners and clients, while continuing to support the long-term growth of Meta’s business and commitment to India. He will spearhead the India charter and strengthen the strategic relationships with the country’s leading brands, advertisers, developers and partners to drive growth for India as a market. 

He will transition to his new role from July 1, 2025, and will continue to report to Sandhya Devanathan. 

Read More:<a href="https://www.storyboard18.com/brand-makers/meta-appoints-sandhya-devanathan-to-lead-business-across-india-and-southeast-asia-66023.htm" rel="noopener" target="_blank">Meta appoints Sandhya Devanathan to lead business across India and Southeast Asia</a>

A post-graduate from IIM Kolkata, Srinivas comes with nearly three decades of experience in sales and marketing leadership roles at companies such as Hindustan Unilever, Reebok, OLA, and investment firm WestBridge Capital.

Srinivas currently serves as the Director and Head of Ads Business in India. Since joining the company in 2020, he has played a pivotal role in leading Meta’s work with the country’s largest advertisers and agency partners focusing on strategic revenue priorities such as AI, Reels, and Messaging.

“As India continues to be at the forefront of economic growth and innovation, we are excited to have Arun at the helm of our efforts in this critical market. Meta in India is leading the way in AI adoption, WhatsApp, and Reels, and Arun’s impressive track record of building high-performing teams, driving product innovation, and fostering strong partnerships makes him the ideal leader to drive Meta’s continued investment in the country. He will continue to work closely with me as we scale the business in India.” – Sandhya Devanathan, Vice President (India and South East Asia), Meta

A few months back, speaking at the Indian Society of Advertisers (ISA) CEO Conference 2025, Arun Srinivas had underscored how AI is reshaping advertising, business messaging, and content consumption.

His keynote provided a deep dive into how AI is not just enhancing Meta’s platforms but also enabling businesses to drive growth, efficiency, and engagement.

Last month, Meta had announced a major reshuffle in its Asia Pacific leadership, appointing Sandhya Devanathan, currently Vice President for Meta India, to additionally head the company’s business across Southeast Asia. This expansion of Devanathan’s role comes as Benjamin Joe, a 14-year veteran at Meta, is set to become the new Regional Vice President for Asia Pacific starting July 2025.

With this expanded role, Devanathan now oversees Meta’s strategic direction across two of its most dynamic and high-growth markets. Both India and Southeast Asia are pivotal in Meta’s vision for the future.



Read More:<a href="https://www.storyboard18.com/advertising/ai-vs-agencies-mark-zuckerbergs-vision-of-ad-disruption-sparks-debate-in-india-65474.htm" rel="noopener" target="_blank">AI vs. Agencies: Mark Zuckerberg's vision of ad disruption sparks debate in India</a>

Meta names Arun Srinivas as the Managing Director and Head for India

Meta has revised its advertising policy to permit Real Money Gaming (RMG) operators in India to advertise on its platforms, a move that has been widely welcomed by the gaming industry. Experts anticipate the policy change could lead to a 30% surge in ad spending by RMG operators, primarily directed toward Meta’s digital platforms, including Facebook and Instagram.

Storyboard18 was first to report about Meta's change in policy, allowing Real Money Gaming operators to advertise on Meta platforms including Facebook and Instagram. Meta India's ad revenue climbed 24% to Rs 22,730 crore in FY24 while Google India's ad revenue grew by 11% to Rs 31,221 crore in FY24 from Rs 28,040 crore in 2023. 

<a href="https://www.storyboard18.com/advertising/exclusive-meta-allows-rmg-advertising-in-india-with-legal-compliance-certificates-67902.htm">Read More: EXCLUSIVE: Meta allows RMG advertising in India with legal compliance certificates</a>

Under the updated guidelines, Meta classifies online gambling and gaming as any product or service where something of monetary value is involved in either entry or prizes. While advertisements in this category remain restricted, they are now permissible with prior written authorization from Meta, provided all applicable legal and regulatory requirements are met.

Meta's policy outlines a comprehensive list of gaming types that require written approval, including betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill-based tournaments, and sweepstakes. Games involving monetary rewards—whether cash or digital currency like Bitcoin—also fall within this purview. Even advertisements directing users to landing pages containing promotional content for such games must obtain approval, irrespective of whether the platform allows direct gameplay.

To secure Meta’s approval, advertisers must formally apply and provide evidence that their gaming operations are legally authorized in the jurisdictions they intend to target. They must also adhere to strict targeting parameters, including age-gating content to prevent access by individuals under 18.

Industry stakeholders have largely hailed the development as a progressive step. “This is indeed a great step from Meta,” said Govind Mittal, Chief of Staff at Zupee. “It will help Indian startups and our skill-based games reach wider audiences, creating a level playing field. This change corrects a long-standing market distortion where legitimate, tax-paying Indian companies needed to present court rulings just to advertise."

An RMG operator, speaking on condition of anonymity, added, “This is a major development for the industry. We now hope Google will follow suit. Meta’s policy, especially the requirement to restrict ads to users aged 18 and above, supports the industry’s commitment to safe and responsible gaming.”

Roland Landers, CEO of the All India Gaming Federation (AIGF), also welcomed the policy update. "We welcome Meta’s significant shift in its advertising policy towards greater clarity and compliance for Real Money Gaming (RMG) advertisers. The new framework is a major step forward in aligning global platform policy with India’s regulatory and legal realities. It ensures that only authorized, responsible operators can access Meta’s ad inventory while protecting users especially minors from exposure to unregulated gaming content."

Landers further said, "As the oldest and largest industry body for online skill gaming in India, AIGF has long championed self-regulation and legality in gaming. For nearly a decade, we have run the most exhaustive voluntary skill game certification process in the country, rooted in legal validation and integrity. We are pleased that Meta now recognizes AIGF issued certificates as valid proof for legal and skill-based classification of games."

This milestone reflects the impact of sustained industry platform dialogue and positions India’s legitimate gaming sector for more responsible and structured growth in digital advertising environments. He added. 

AIGF in a memo to all its members stated that going forward, RMG advertisers can submit either a court order confirming the game as one of skill or a certificate from AIGF or other recognized federations to gain advertising approval. “This marks a major step forward in streamlining the ad approval process for RMG operators in India,” the federation added, noting that a more detailed operational process will be released in the coming weeks.

With Meta’s doors now open to RMG advertisements under strict compliance conditions, industry insiders believe this could mark a new era of growth, innovation, and regulation in the Indian gaming landscape.

<a href="https://www.storyboard18.com/digital/meta-plans-physical-retail-expansion-to-push-smart-glasses-and-wearables-67836.htm">Read More: Meta plans physical retail expansion to push smart glasses and wearables</a>

<a href="https://www.storyboard18.com/brand-makers/meta-appoints-sandhya-devanathan-to-lead-business-across-india-and-southeast-asia-66023.htm">Read More: Meta appoints Sandhya Devanathan to lead business across India and Southeast Asia</a>

Meta’s policy shift could spark 30% surge in RMG ad spending in India

Meta has updated its advertising policy for online gambling and gaming businesses, including those operating in India. Under the new guidelines announced Thursday, real money gaming (RMG) advertisers must now obtain Meta's written permission to run ads, and such ads cannot be targeted to individuals under the age of 18.

According to the policy, Meta defines online gambling and gaming as any product or service where anything of monetary value is included as part of a method of entry and prize. Ads that promote online gambling and gaming are only allowed with our prior written permission. Authorised advertisers must follow all applicable laws and include targeting criteria consistent with Meta's targeting requirements.

As per the Meta guidelines advertisers which require written permissions include, all forms of online gambling. Some common types of gambling include betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill game tournaments and sweepstakes.

"Games where anything of monetary value is included as part of a method of entry and anything of monetary value is included as part of the prize, including but not limited to cash or digital currencies such as Bitcoin. This includes games that require purchases to continue gameplay or provide an advantage in winning prizes in cases where the prize is of monetary value."

Guidelines for written permissions further state, that Ads with destination (landing) pages that contain promotions for online gambling or games, even if there is no opportunity to gamble or game directly on that page, such as aggregator or affiliate sites."

"Ads that promote online gambling and gaming are only allowed with our prior written permission," Meta stated in the updated guidelines. "Authorized advertisers must comply with all applicable laws and use targeting criteria in line with Meta’s standards."

To receive permission, advertisers must submit a formal request to Meta, providing documentation that the gambling activity is licensed or legally permissible in the regions they aim to target. Meta also requires that ads with destination pages promoting gambling content—whether or not direct play is offered—must follow the same rules.

In a significant development for Indian gaming companies, the All India Gaming Federation (AIGF) announced that Meta will now accept AIGF-issued certificates as valid proof for legal and skill-based classification of games.

“After nearly two years of sustained efforts and continuous engagement with Meta, we are pleased to inform you of a significant policy update,” AIGF stated in a memo to its members. “Meta has announced a change in its Real Money Gaming (RMG) authorization process for advertisers targeting India.”

Going forward, advertisers can submit either a court order confirming the game as one of skill or a certificate from AIGF or other recognized federations to gain advertising approval.

“This marks a major step forward in streamlining the ad approval process for RMG operators in India,” the federation added, noting that a more detailed operational process will be released in the coming weeks.

The move is expected to bring greater transparency and compliance ease to India’s rapidly growing online gaming industry while ensuring responsible ad targeting practices on Meta’s platforms.

EXCLUSIVE: Meta allows RMG advertising in India with legal compliance certificates

Meta is strengthening its commitment to the Indian media agency ecosystem by leveraging emerging technologies and platforms such as Artificial Intelligence (AI), Reels, and Business Messaging to help agencies unlock new avenues for growth and future-proof their strategies.

At the recent Meta Marketing Summit – Agency Edition, held in Mumbai and Gurgaon, more than 350 senior agency professionals gathered to explore the evolving digital landscape and its implications for the future of agency-client relationships. The event emphasized Meta’s mission to empower agencies to become next-generation consultancies, capable of navigating and leading the next wave of digital disruption.

The adoption of AI and Generative AI tools is accelerating across agencies in India. These tools are streamlining creative development, enabling smarter audience targeting, and speeding up A/B testing—turning agencies into agile growth engines for the brands they represent.

“The agency ecosystem, which lies at the heart of India’s digital, brand, and advertising growth, is on the verge of a massive transformation. The evolving digital landscape—fueled by the rise of AI, short-form video formats like Reels, and Business Messaging—means that agencies of all sizes must adopt new skills to grow,” said Gaurav Jeet Singh, Director, Agency and VC Partnerships at Meta India.

He added, “Automation empowers agencies to scale more rapidly; the surge in short-form, engaging formats is reshaping the creative landscape; and messaging has revolutionized how people and brands interact. We’re working with agencies of all sizes to help them transform meaningfully and become future-ready to capture new business opportunities.”

According to Meta, one such success story is Sokrati India, which leveraged Meta’s Advantage+ Shopping Campaigns (A+SC) to drive performance across multiple accounts. Thanks to AI-powered automation and optimization, agencies are now better equipped to deliver measurable results in an increasingly competitive market.

India has emerged as the global leader in Reels creation, producing the highest volume of short-form video content each week. With the world’s largest community of Instagram creators, the market presents a unique opportunity for agencies to merge creativity with commerce.

“Reels is now a widely adopted product and a key component of the marketing strategies for nearly every brand we work with. We partnered with India Gate Basmati Rice to execute a mixed-creators strategy, working with 20+ regional creators and major celebrities to highlight its new packaging and reach a broader audience through Partnership Ads. The brand saw a 4.5-point increase in top-of-mind awareness versus the 0.9 APAC benchmark,” said Aakriti Sharma, Client Lead at Wavemaker.

This creator-driven ecosystem is prompting agencies to evolve from siloed media or creative roles into holistic brand consultants—capable of ideating, executing, and optimizing full-funnel strategies.

Messaging is quickly becoming a cornerstone of digital transformation in India. From generating leads with “Click to Message” ads to using the Conversions API for performance tracking, agencies are embracing business messaging to boost customer engagement and ROI.

“Performance media is now central to how businesses operate, with outputs increasingly tied to business outcomes. In today’s competitive environment, it’s essential for lower-funnel KPI campaigns to test, adopt, and scale emerging technologies and formats to maximize ROI,” said Iti Kaul, Head of Digital at OMD India.

Kaul continued, “Business Messaging on Meta has proven effective in delivering KPIs, such as high-quality leads at efficient costs, and has become a reliable part of our strategy for driving business results. Given WhatsApp’s widespread use across India, including in Tier-2 and Tier-3 markets, it offers a seamless platform to explore. Click-to-WhatsApp and Messenger Ads help bring engaged users from Facebook and Instagram onto WhatsApp, driving sales and other key business outcomes.”

Meta’s WhatsApp Cloud API now powers over 70,000 Indian businesses monthly—a number that continues to rise as more brands adopt conversational commerce. In response to this trend, Meta is co-developing custom solutions for agencies. A notable example is its collaboration with AdYogi to build a product performance management platform aimed at accelerating e-commerce growth through profitable catalog ads.

<a href="https://www.storyboard18.com/brand-marketing/meta-introduces-ai-powered-marketing-tools-to-help-brands-partner-with-creators-60395.htm">Read More: Meta introduces AI-powered marketing tools to help brands partner with creators</a>

<a href="https://www.storyboard18.com/brand-marketing/meta-tests-ai-generated-comment-suggestions-on-instagram-60258.htm">Read More: Meta tests AI-generated comment suggestions on Instagram</a>

Meta’s big India play: Boosting media agencies with AI, Reels, and Messaging

The National Company Law Appellate Tribunal (NCLAT) on Thursday stayed the order of Competition Commission of India (CCI) which had directed WhatsApp to not share data collected on its platforms with Meta company or its products for five years.

NCLAT noted that WhatsApp is free of cost and that a five-year year ban on WhatsApp from sharing user data with Meta may lead to collapse of the business model. NCLAT admitted the matter, after hearing the preliminary submission from both parties on January 16.

NCLAT coram of Chairperson Justice Ashok Bhushan and Technical Member Arun Baroka remarked, "Ban of 5 years may lead to the collapse of business model of WhatsApp LLC since the platform is free. We are of the view that ban of 5 years need to be stayed." 

Commenting on the development, Murugavel Janakiraman, CEO & Founder, Matrimony.com says, "The decision of the NCLAT on Meta’s appeal against the ban imposed by the CCI on WhatsApp’s data sharing policies underscores the limitations of the existing ex-post nature of the competition law and highlights the need for ex-ante regulations. Ex-ante rules restricting ‘data usage’ as proposed in the draft Digital Competition Bill can go a long way in preventing large digital platforms/gatekeepers from abusing their dominant position sometimes even to the disadvantage of the end-users."


The CCI had in November 2024 imposed a penalty of ₹213 crore on Meta for WhatsApp’s 2021 Privacy Policy. The competition regulatory body had restrained WhatsApp from sharing user data with Meta for five years. It also had directed WhatsApp and Meta to “cease and desist” all anti-competitive practices.

WhatsApp’s 2021 Privacy Policy allows for user data to be shared with group cos like Meta, Insta without “opt out” option. 

A Meta spokesperson welcomed the NCLAT’s decision and said the firm will evaluate next steps. “Our focus remains on finding a path forward that supports millions of businesses that depend on our platform for growth and innovation as well as providing high-quality experiences that people expect from WhatsApp.”

NCLAT stressed the need to decide the case at an early date, considering the nature of the issues raised in the appeal. "We grant leave to the parties to complete the necessary reading within six weeks from today. Let's list both the appeals for the hearing on 17th March at 2 pm," NCLAT while listing the matter for hearing on March 25.


NCLAT gives relief to Meta, stays CCI order of five-year ban on WhatsApp data sharing

The Information Technology Ministry has come down heavily on social media platforms for allegedly abetting crime by not responding to hoax bomb threats. Over the past several days, more than 120 flights operated by Indian airlines have received bomb threats. As recently as yesterday, 30 flights from IndiGo, Vistara, and Air India were affected in New Delhi.

In a virtual meeting led by Joint Secretary Sanket S Bhondve, representatives from airlines and social media companies, including X and Meta, were questioned about their responses to the spread of false information.

Bhondve pointed out that the platform owned by Elon Musk was "abetting crime" by allowing these threats to spread unchecked.

The Ministry of Electronics and Information Technology urged social media platforms to take proactive measures against hoax bomb threats and emphasized the need for clearer takedown actions. In response to the 80 bomb threats received by Indian airlines in just two days, the government is planning legislative measures to punish the offenders.

The government is also considering amendments to the Suppression of Unlawful Acts against Safety of Civil Aviation Act (SUASCA), 1982. These amendments would allow arrests and investigations without a court order in cases where an aircraft is still on the ground. Proposed changes to aircraft security rules aim to introduce stricter penalties for individuals issuing bomb threats.

On October 22, Indian airlines faced a surge in bomb threats, with nearly 50 flights affected, bringing the total to around 80 incidents in two days. Airlines such as Air India and IndiGo each reported 13 impacted flights, while Akasa Air and Vistara reported over 12 and 11 affected flights, respectively. This follows 30 threats reported on the night of October 21, bringing the total number of bomb threats against Indian flights to over 170 within just over a week.

Airlines have confirmed that they are coordinating with local authorities and following safety protocols. Although the threats have been hoaxes, Civil Aviation Minister K Rammohan Naidu has stressed the gravity of the situation.
He assured that the government is addressing the situation while prioritizing passenger safety. He warned that those responsible for spreading hoaxes would face strict consequences, including placement on a no-fly list.

IT Ministry cracks its whip against Meta, X over flight bomb hoax cases

Lately, one-second reels and content around sports, especially cricket on Meta's social media platforms have been gaining significant traction, with many creators adopting these trends. On Thursday, Meta launched its Creator Lab in India, an educational content series featuring popular Instagram creators from India. The series will be available in English and Hindi, with captions in five additional languages.

In addition, Instagram has introduced new features such as comments in stories, birthday notes, and cutouts in DMs. Paras Sharma, Director of Global Partnerships for India at Meta, spoke to Storyboard18 about content trends in India. He also discussed how the Gen Z audience is adapting to newer trends like one-second reels and sports content on the platform.

Talking about trends on Instagram, Sharma said, “I think there are a couple of ways to look at it. There are momentary trends that are very specific in nature, and then there are longer-term behavioral changes in content creation and user engagement. We are also noticing experimental content on the platform, which is largely created and consumed by Gen Z creators and audiences.”

He added, “We mainly pick up signals from Gen Zs because they are the biggest experimenters. They are the fastest to adopt something new and also the quickest to pivot to something else depending on technological changes.”

When asked about Meta’s investment in sports properties, Sharma said, “There are two aspects: global events and India-specific events. For example, the ICC has its cricket calendar for India, so these events aren't hosted by Meta. Similarly, a movie release is part of the broader ecosystem.”

Sharma said, “So, if there's a cricket tournament that's part of the Indian cricket calendar, like the Indian Premier League, there are different stakeholders involved, including our partners, whether it's a broadcaster like Star Sports or other networks. Likewise, we work closely with teams or franchises like Mumbai Indians and Chennai Super Kings. We also engage with former cricketers, athletes, and commentators on an ongoing basis during these tournaments, creating meaningful collaboration opportunities for creators, something we have been doing for years.”

During these events, we bring creators on board to produce content, demonstrating our continued investment and commitment to events on the calendar. He added.

When asked if content related to cricket is increasing on Meta platforms, Sharma said, “Cricket is the largest sport in India. Internationally, we work closely with the ICC, and in India, we collaborate with the BCCI and broadcasters like JioCinema and Hotstar.”

Expanding on sports content on Meta platforms, Sharma said, “When we look at our own study on Gen Z and sports fandom in India, cricket is the biggest, followed by badminton, even before the Olympics. We are also seeing highly passionate communities for football and Formula 1.”

When asked if the duration of content creation on Meta platforms has decreased, Sharma said, “There’s a format trend right now, and one-second content is part of that trend. But the real cause behind it is the behavior of the audience. There is a need to reduce the pressure of content creation. Creators don’t want to spend too much time and prefer to show their real selves, making their content more conversational on Instagram.”

Sharma explained, “This is about everyday creativity that isn't polished but is instead a quick reflection of this generation's desire to create a conversational, quirky piece—whether it's an audio clip, a physical movement, or a visual element.”

He further noted, “We're seeing more and more creators emerging from tier two and tier three towns, and that trend is here to stay. This is a moment-in-time trend, using Meta-AI, and India is the largest country for the use of Meta-AI. The reason why this one-second reel format is gaining traction on Instagram is that a huge number of people are engaging with it, and we have seen some amazing content come out of it.”

Cricket content, one-sec reels booming on our platforms in India: Meta

On Thursday, Meta released a statement claiming that they respect laws and certain business messaging will not be allowed in certain countries including India. The big tech firm claimed that a recent email communication about its policies "lacked precision". Storyboard18 had first broken the story on Meta’s plan to change its policy around gambling and alcohol in India, LATAM and APAC.

The email conversation in reference read, “We are excited to announce that starting August 27, 2024, businesses in India, APAC, and LATAM can onboard the WhatsApp platform for messaging in the following verticals: a) Alcohol b) Over-the-counter products (prescription drugs and medical devices are still prohibited) c) Real Money Gambling.”

The email further states, “Meta’s updated policy now permits these verticals for both promotional/marketing and utility use cases, although WhatsApp Commerce restrictions will still apply.”

Responding to questions sent by Storyboard18, a Meta spokesperson said, "When we set business policies for our service, we respect local laws, and therefore certain business messaging or other types of communication are not going to be allowed in certain countries, including India. The referenced communication lacked that precision that is reflected in our formal policies and documents."

Sources claimed that the new set of policy will be released in the next couple of days with a detailed mention of which countries would be allowed to promote alcohol, gambling and OTC drugs with detailed descriptions. 

However, in a recent development, Kerala Police sent a notice to Google and Meta over apps and ads that are linked to gambling websites and apps. The victims of the scam received messages from gambling operators on WhatsApp. 

Kerala Police has asked Google to remove 60 fake lottery and gambling apps from its Google Play Store. A similar notice has been sent to Meta to remove advertisements of such fake lotteries and gambling platforms from social media platforms such as Facebook, Whatsapp and Instagram managed by it.

Read More: <a href="https://www.storyboard18.com/advertising/kerala-police-issues-notice-to-google-meta-over-gambling-advertisements-40229.htm">Kerala police issues notice to Google, Meta over gambling advertisements</a>

'We respect local laws, email communication lacked precision', says Meta

Amidst ongoing debate on Meta’s policy for alcohol and gambling ads in India, Kerala Police has sent a notice to Google and Meta over apps and ads that are linked to gambling websites and apps. The victims of the scam received messages from gambling operators on WhatsApp. Storyboard18 broke the news on Tuesday about Meta's policy to allow alcohol and gambling advertisements on their platform. 

Kerala state police has asked Google to remove 60 fake lottery and gambling apps from its Google Play Store. A similar notice has been sent to Meta to remove advertisements of such fake lotteries and gambling platforms from social media platforms such as Facebook, Whatsapp and Instagram managed by it.

Kerala’s State Police Media Centre (SPMC) said that fake advertisements in the name of 'Kerala Megamillion Lottery' and 'Kerala Summer Season Dhamaka' have been circulating on social media platforms like WhatsApp, Telegram and Instagram for some time stating that lotteries run by the state government can be bought online.

“After a cyber patrolling, we discovered 60 apps, 25 fake Facebook profiles and 20 websites that are connected to the scam”, the SPMC officer said. 

A senior leader from Real Money Gaming industry said, “These scam advertisements are taking place on the Meta and Google platforms. Imagine once these betting and gambling are legitimized, these scams will grow in large numbers. This will affect crores of people in India and they might get scammed.” 

According to police, victims of the scam received messages via WhatsApp which claimed that the Kerala government has started an online lottery and on spending Rs 40 rupees there is a chance to win up to Rs 12 crore. Victims who send Rs 40 on the number mentioned in the message get a fake lottery ticket image via WhatsApp.

The fraudsters then send artificially fabricated results to make the victim believe that the ticket has won a prize of Rs 5 lakh. From here, a scammer posing as a government representative calls the 'ticket holder' and asks them to transfer a certain amount to a bank account towards 'GST' and 'stamp duty' to receive the prize money.

The Kerala police have urged the public to be careful not to fall prey to such online lottery and gambling scams and to immediately call on the number 1930 if they suspect that a financial fraud is taking place.


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