WhatsApp Is Rolling Out AI Content Labels for Channels
WhatsApp has started rolling out a feature that lets channel admins label messages that contain AI-generated or AI-edited media, so followers can immediately see when what they're watching wasn't created by a human alone. We explain how it works.
⚡ Quick facts
- Who it's for: WhatsApp channel admins (not regular one-on-one or group chats)
- How to add it: Press and hold a message, select "Add AI content label"
- Applies to: Any AI tool's output, not just Meta AI
- Status: Limited beta on Android and iOS, wider rollout expected gradually
What the feature actually does
Channel admins can now press and hold a message that contains AI-generated or AI-edited media and choose "Add AI content label" from the options menu. Once applied, a visible label appears directly on that message's bubble, so anyone following the channel immediately knows the media was created or modified using an AI tool.
It's not just for Meta AI
Importantly, WhatsApp isn't limiting this to content made with its own Meta AI tools; the same disclosure applies to media created or edited with any AI tool. If a channel admin used an outside AI image or video generator, the same labeling option applies.
Why this is happening now
This isn't purely voluntary. In a number of countries, disclosing AI-generated content is now a legal requirement, part of a broader global regulatory push; this site covered a similar mandate with the EU's AI transparency rules. As AI-generated images and video get harder to distinguish from real footage, platforms with public-facing content like WhatsApp channels are under growing pressure to make that distinction visible rather than leaving it to guesswork.
Who can use it right now
The feature is currently limited to a small number of Android and iOS beta testers for WhatsApp channels. WhatsApp hasn't announced a firm timeline for when it will be available to all channel admins, but based on how similar WhatsApp features have rolled out before, expect a gradual expansion over the coming weeks rather than an all-at-once release. For the EU law behind many such labels, see our AI transparency rules explainer.
How to read a label as a follower
A label means the admin says the media was created or edited with AI. It does not mean the message is false, and a missing label does not guarantee the media is real, because labelling depends on the admin choosing to apply it. Treat labels as one signal and keep checking the source of anything surprising.
Tips for channel admins
If you post AI-made or AI-edited images or video, label them consistently, not just when it seems important. Clear disclosure builds trust with followers and keeps you on the right side of disclosure rules that are appearing in several countries.
Other WhatsApp AI features
This sits alongside other WhatsApp AI changes, including Writing Help for messages and the policy on third-party AI agents.
Frequently asked questions
What is WhatsApp's new AI content label?
A feature letting channel admins mark a message as containing AI-generated or AI-edited media, showing a visible label to followers.
How does an admin add the label?
Press and hold the message, then select "Add AI content label" from the options menu.
Does this only apply to Meta AI-generated content?
No. It applies to media made or edited with any AI tool, not just Meta's own.
Is labeling AI content mandatory?
In some countries, yes. It's a legal requirement, not just an optional feature.
Who can use this feature right now?
Only a limited number of Android and iOS beta testers for WhatsApp channels, for now.