It’s official: WhatsApp Status ads are coming, likely sometime in 2020. Though paid ads are just one piece of the puzzle for companies when connecting with customers on WhatsApp, it’s a major change for the chat app, which has so far remained ad-free.

How many mobile messaging app users are there worldwide?

We forecast that the number of mobile messaging app users worldwide will reach 2.52 billion in 2019. Next year, that figure will have surpassed the number of mobile phone social network users, though there will be some overlap between the two groups. WhatsApp will drive much of the growth in total mobile messaging app users.

What are the leading markets for WhatsApp?

With 340.0 million WhatsApp users in 2019, India is WhatsApp’s largest market in absolute terms, followed by Brazil and the US. In terms of user penetration among smartphone users, Brazil, Argentina and India are the top three markets, where more than 90% of smartphone users in each country will use WhatsApp this year.

How can marketers use WhatsApp to reach their customers?

WhatsApp’s Business app and Business API provide companies with tools to communicate more effectively and efficiently with their customers. Business messaging on WhatsApp is currently centered around two main customer touchpoints: nonpromotional information and customer care.

How do advertisers feel about WhatsApp Status ads?

For the most part, advertisers view Status ads as an extension of Stories ads on Facebook, Instagram and Snapchat, and separate from WhatsApp’s more private messaging feature. That said, questions remain about data privacy and ad targeting, particularly as Facebook takes steps to integrate its messaging properties.

WHAT’S IN THIS REPORT? This report provides an overview of the global mobile messaging app market, with a focus on WhatsApp. It dives into current opportunities for businesses on WhatsApp as well as the upcoming launch of Status ads and best practices for brands.

authors

Jasmine Enberg

Contributors

Nazmul Islam: Junior Forecasting Analyst

Lucy Koch: Junior Analyst

Cindy Liu: Senior Forecasting Analyst

Oscar Orozco: Senior Forecasting Analyst

Debra Aho Williamson: Principal Analyst

Yoram Wurmser: Principal Analyst

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Global Messaging Apps 2019

What’s Up with WhatsApp Status Ads and Other Opportunities for Marketers

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