It's no coincidence that the new features bring WhatsApp more in line with Meta's other platforms Facebook and Instagram.
"Obviously there's overlap," said WhatsApp boss Will Cathcart.
"We have stories on Instagram and stories on WhatsApp, and we now have a way for businesses to promote themselves in both, and we think that's a good thing."
He said he believed the move was a "natural extension of messaging services" and not dissimilar to features of rival apps such as Snapchat and Telegram.
For Mr Navarra, it also reflects a wider shift in the social media landscape.
"The feed is dying, public sharing is down, people are retreating into DMs and Stories in small groups," he said.
"Meta's trying to turn WhatsApp into a platform without users realising it and if they move too fast or it starts to feel like another ad network, people might disengage or maybe worse, distrust the app."
WhatsApp angered users recently with the introduction of a permanent button for Meta's AI tool, which cannot be deactivated or deleted, and Mr Cathcart said users who did not want to see ads or follow channels would not be forced to.
"I want to stress this won't affect your inbox," he said.
"If you're only using WhatsApp for messaging, you're not going to see this."
He said the Update section of the app was "not particularly popular" in the UK but was used more in other parts of the world, and the firm would "look at the feedback" about the unremovable AI tool - but there were many other features of the app which were also permanent.
"You can't delete the channels button, you can't delete the Updates button, you can't delete the calls button," he said.
"I mean, we also don't want to have a service that has lots of settings… that's complexity too."
