Meta’s DMA Compliance: WhatsApp Ads, Fines, and Data Privacy Shifts

Brussels – Meta submitted its third annual Digital Markets Act (DMA) compliance report to the European Commission on March 6, 2026, detailing significant changes to its advertising and data infrastructure across Facebook, Instagram, WhatsApp, Messenger, and Meta Ads. The 79-page report, alongside a Consumer Profiling Techniques Audit, reveals the company’s ongoing efforts to navigate the EU’s stringent digital regulations, including the impending launch of advertising on WhatsApp and the appeal of a €200 million fine.

Key Developments in Meta’s DMA Compliance

The report, announced by Andre Mintz, Meta’s DMA Head of Compliance, highlights several key areas of adjustment. These include updates to user consent flows, the introduction of less personalized advertising options, and increased data portability features. The filings address Meta’s obligations under Articles 5, 6, and 7 of the DMA in respect of its five designated core platform services (CPSs): Facebook, Instagram, Meta Ads, Facebook Messenger, and WhatsApp. Notably, Facebook Marketplace is no longer designated as a core platform service, a change Meta welcomed.

The Personalized Ads Dispute and €200 Million Fine

A central point of contention remains Article 5(2) of the DMA, which governs the combination of personal data for personalized advertising. Meta initially responded with a “Subscription for No Ads” service in November 2023, but the Commission deemed this non-compliant. Subsequently, Meta launched a “Less Personalized Ads” option in November 2024, utilizing 90% less data. Despite this, the Commission issued a €200 million fine in April 2025, a decision Meta is currently appealing. Taylor Wessing reports on the details of this fine.

Revised choice flows were rolled out to all eligible EU users in January 2026, requiring them to choose between personalized and less personalized ads. A reminder will be presented to users who initially selected the less personalized option without making a specific choice in January 2027.

Subscription Pricing

• Desktop: €5.99 per month for the first account in Accounts Center, with an additional €4 per month for each subsequent account, or €3 per month for a WhatsApp account.
• iOS & Android: €7.99 for the first account, and €5 per month for additional accounts, or €4 per month for a WhatsApp account, reflecting app store charges.

WhatsApp Advertising Arriving in the EU

One of the most significant announcements is the imminent launch of advertising on WhatsApp Channels and Status in the EU, expected “in the coming weeks” as of March 6, 2026. PPC Land details this development. Meta assures that personal messages, calls, and status updates will remain end-to-end encrypted and free from advertisements.

This move follows a June 2025 global announcement regarding Status advertising, which will leverage data from connected Instagram and Facebook accounts for targeting.

WhatsApp Integration with Accounts Center

WhatsApp has been integrated into Meta’s Accounts Center, allowing EU, EEA, and Swiss users to link their WhatsApp accounts with Facebook and Instagram. This integration enables users to control data combination across all three services, offering greater transparency and choice.

Messaging Interoperability Progress

Meta has made progress in complying with Article 7 of the DMA, which requires interoperability with third-party messaging services. Partnerships with BirdyChat (fully launched) and Haiket (in advanced beta testing) enable interoperable messaging with WhatsApp. An interoperable group messaging solution for WhatsApp and Facebook Messenger has also been launched.

Data Portability Enhancements

Meta has consolidated its data portability tools into a single “Export Your Information” (EYI) tool, supporting exports in JSON or HTML format and direct transfers to fifteen third-party destinations, including Google Drive, Dropbox, and WordPress. A public portal for developer onboarding to EYI has also been launched.

Ad Transparency and Auction Mechanics

Meta offers over 350 data points through Ads Manager to provide transparency into ad spend, performance, and profitability. The company confirms that its ad auction mechanism is applied equally to its own promotions and third-party advertisements, ensuring fair competition. Meta’s measurement has been independently accredited by the Media Rating Council for various metrics.

Looking Ahead

Meta’s ongoing efforts to comply with the DMA demonstrate the significant impact of the regulation on the tech industry. The appeal of the €200 million fine and the evolving landscape of data privacy in the EU will continue to shape Meta’s strategies and the future of digital advertising. Advertisers operating in the EU must adapt to these changes, particularly the implications of the Less Personalized Ads option and the arrival of WhatsApp advertising.

The European Commission provides further information on the DMA and Meta’s commitments.