See who’s using WhatsApp and if it’s a good way to connect with your customers.

The announcement that WhatsApp is offering ad space opens up new marketing opportunities. Here’s a quick look at who uses the messaging app and what businesses might find advertising there valuable.

Who uses WhatsApp?

WhatsApp is a messaging service used by three billion people worldwide with more male users (53.9%) users than female (46.1%). 1.5 billion use the app daily.

100 million users of all ages are in the U.S. but it’s most popular among those age 26-35. Additionally, U.S. users are of all income and education levels. 68% earn more than $30,000 annually, including 29% who earn $75,000 a year. One-fifth have a high school diploma or less while a third have completed college or post-graduate studies.

WhatsApp became more popular than SMS texting because it’s cheaper and more secure. In January alone, the app was downloaded 57 million times, outpacing Snapchat and Telegram.

Where WhatsApp ads are seen

Ads will appear in the app’s “Updates” tab and not in private chats. Meta, the owner of WhatsApp, says they don’t plan to use personal messages, calls or groups affiliation for targeting ads.

The advantage of WhatsApp advertising

When someone sees an ad on WhatsApp, they can tap “message now” and immediately start a conversation. The friction of clicking through to a landing page or starting a text on a different platform is eliminated. (Friction-free connection doesn’t mean a business should rely solely on WhatsApp advertising. Read about the risk of single-platform marketing.)

Some marketers see WhatsApp ads not as a place to launch campaigns but rather a platform to build conversation and curate user experiences.

Businesses that may benefit from WhatsApp advertising

Many see the availability of WhatsApp ads as a way to level the field for startups and small businesses competing against big brands for consumer attention.

Younger generations like connecting with business via messages, so WhatsApp ads may provide an effective way to connect with Gen Z and Millennials.

WhatsApp can help extend your reach in the U.S. and beyond. The countries with the most WhatsApp users are India, Brazil, U.S., Indonesia and Mexico. The app is also popular in Europe and 81% of Germans use the app.

WhatsApp ads won’t be of value if your customers live in one of the countries that ban the app. These include China, the UAE, Cuba, Iran, Syria and North Korea.

What’s too soon to tell

It’s not unusual to see user dissatisfaction in response to significant changes to an app. Adding ads to WhatsApp is a major shift. Some users have threatened to quit the app as they see ads as a threat to privacy. It remains to be seen if great numbers will migrate to other messaging platforms.

 

Federally Insured by NCUA.