Goal (parent of Facebook, WhatsApp and Instagram) is preparing a major product reorganization that will include “possible payment functionson these three platforms, according to an internal memorandum sent to company employees last week.
Ads continue to appear on Facebook, WhatsApp and Instagram, even in the applications of payment method subscribers with exclusive features
The decision comes in line with a new division of Meta dedicated specifically to developing potential ways to monetize its platforms, a response to the issues generated with the Meta ad monetization system following iOS’ changes to the tracking policies targeting the ads that appear on the devices of this ecosystem.
The Meta’s new division is called New Monetization Experiences and is headed by Prtiti Raychoudhury, who previously headed Meta’s research department.
However, John Hegeman, Meta’s vice president of revenue oversight, says the company remains committed to growing its advertising business and is not considering any plans regarding allowing users to “disable” the display of ads in apps of its platforms, but also has not provided information about the payment functionalities, so it can be concluded that when they appear, it does not mean that the ads in the Facebook, WhatsApp or Instagram apps are removed. Instead, paying subscribers simply have access to additional features and benefits.
just this week Twitter has officially announced one of its most anticipated features, which is tweet editingbut it will not be available to all users but only to those subscribers of the premium subscription to social networks, Twitter Blue.
With this type of strategy, the aim is to strengthen the added value of the paid versions of these platforms so that exclusive benefits are only accessible in these modalities and, as is the case with tweet editing, which users have long been asking for.
Snapchat was also recently launched SnapchatPluswith exclusive paid features only for its subscribers, which turned out to be more profitable than Twitter Blue in the first few months.
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