WhatsApp’s new OOH campaign reassures users about their privacy

In a visually striking and reassuring OOH campaign, WhatsApp is leveraging billboards in high-traffic urban areas to directly address user privacy concerns. The campaign’s creative is designed to mimic the familiar look of a WhatsApp chat window, making an immediate and relatable connection with its audience. A central message bubble contains a garbled, unreadable message, cleverly represented as “Guess who got %s0Ba2&Zg ok.tar.” This creative choice instantly communicates the core message of end-to-end encryption.

The campaign’s headline is a simple yet powerful statement: “No one, not even WhatsApp, can see or hear your personal messages.” This line directly tackles the common anxieties users have about their digital privacy, positioning WhatsApp as a trusted, secure platform. The billboards prominently feature the WhatsApp logo and the “from Meta” tagline, reinforcing the brand’s identity and its connection to its parent company.

This strategic OOH execution is more than just an advertisement; it’s a public service announcement about digital security. By placing these billboards along busy roads, WhatsApp is reaching a massive, diverse audience and delivering a clear, brand-defining message of privacy and trust. The campaign successfully uses the physical space of the city to communicate a core digital value, reminding users that their private conversations remain private, regardless of who they are talking to.