Meta Platforms delivered a strong third-quarter performance in 2025, posting a 26% year-on-year increase in advertising revenue and spotlighting WhatsApp as a key growth engine in its evolving monetisation strategy.
The company reported total revenue of $51.24 billion, with its Family of Apps segment contributing $50.77 billion. Ad impressions rose 14% YoY, while the average price per ad increased 10%, underscoring continued strength in Meta’s core ad business.
WhatsApp emerged as a major revenue driver, with the platform’s “Other” revenue line – which includes business messaging and commerce tools – hitting $690 million, up 59% YoY. Click-to-Chat ads on WhatsApp grew 60%, as Meta deepened its focus on message-based commerce. The company noted that user-business interactions across its messaging ecosystem now exceed one billion active daily threads.
To build on this momentum, Meta is expanding its click-to-WhatsApp ad formats in markets including the U.S., Philippines, and Mexico, and scaling AI-powered business tools to drive conversational commerce.
On the expense side, operating costs rose 32% to $30.71 billion, while a $15.93 billion non-cash tax charge weighed on profitability, bringing net income down 83% to $2.71 billion. Excluding tax impacts, adjusted net income stood at $18.64 billion.
Meta raised its full-year expense outlook to between $116–118 billion and forecast capital expenditures of $70–72 billion, as it continues heavy investment in AI infrastructure and platform integration to sustain long-term growth.
