WhatsApp is a messaging and voice-over-IP service owned by Meta that allows users to send text messages, voice and video calls, images, documents, and location data. With over 3 billion monthly active users worldwide, it is the most widely used messaging app in the world and a growing channel for brand communication.
What is WhatsApp?
WhatsApp Messenger, commonly known as WhatsApp, is a cross-platform messaging application available on iOS, Android, and desktop. The name is a play on “What’s up.” Founded in 2009 by Jan Koum and Brian Acton, both former Yahoo engineers, the app was acquired by Facebook (now Meta) in 2014 for approximately $19 billion.
Unlike traditional SMS, WhatsApp uses an internet connection to deliver messages, making it free for users beyond their data plan. All messages are protected by end-to-end encryption by default, meaning only the sender and recipient can read the content. This privacy-first approach helped drive rapid adoption, particularly in markets across Europe, Latin America, South Asia, and Africa where SMS costs were historically high.
WhatsApp blurs the line between a messaging app and a social media platform. While it lacks a public feed or discovery algorithm, it supports group chats, broadcast lists, status updates (similar to Stories), and Channels for one-to-many communication. Whether it qualifies as “social media” is a genuine debate, but from a brand communication standpoint, it functions as one.
Key features of WhatsApp
WhatsApp’s feature set has expanded well beyond basic chat. Here are the capabilities that matter most for understanding the platform:
Messaging and media sharing. Users can send text, photos, videos, voice messages, documents, contacts, and live locations. Messages can be forwarded, starred for later reference, or set to disappear after a chosen time period. Group chats support up to 1,024 participants.
Voice and video calls. One-on-one and group calls (up to 32 participants for video, 128 for voice) use the same end-to-end encryption as text messages.
Status updates. Similar to Stories on Instagram or Snapchat, WhatsApp Status lets users share photos, videos, and text that disappear after 24 hours. This feature reaches over 500 million daily users.
Channels. Launched in 2023, Channels allow organizations, public figures, and brands to broadcast updates to followers in a one-to-many format. Followers can receive updates without revealing their phone number to the channel owner.
End-to-end encryption. Every private message, call, and media file is encrypted by default. WhatsApp itself cannot read message content, which differentiates it from most competing platforms.
WhatsApp Business. A separate app and API designed for companies. Small businesses use the free WhatsApp Business app for product catalogs and quick replies, while larger enterprises use the WhatsApp Business API for automated messaging, customer support, and commerce at scale.
Why WhatsApp matters for brands
WhatsApp’s 3 billion users represent the largest captive messaging audience on any single platform. For brands, that scale creates a direct, high-engagement communication channel that sits between social media and email in terms of intimacy and response rates.
Open rates on WhatsApp business messages regularly exceed 90%, compared to 20-25% for marketing emails. That makes it especially valuable for customer service, order confirmations, appointment reminders, and time-sensitive promotions. The platform’s conversational nature also lends itself to building genuine customer relationships rather than broadcasting at audiences.
WhatsApp is particularly critical for brands operating in markets where it dominates daily communication. In Brazil, India, Germany, and much of Africa, WhatsApp is not just a messaging app but the primary digital communication channel, often more important than email. A brand without a WhatsApp presence in these markets is effectively unreachable by a large portion of its audience.
The introduction of Channels and continued expansion of the Business API signal that Meta is positioning WhatsApp as a full commerce and customer engagement platform. Brands that establish a presence now will benefit from first-mover familiarity as these features mature. For a deeper look at how to use the platform strategically, see the guide to WhatsApp for business.
WhatsApp marketing and tools
While this glossary entry covers what WhatsApp is, brands looking to use the platform actively have several deeper resources to explore.
Marketing strategy. WhatsApp marketing goes beyond direct messages. It includes broadcast lists, status-based campaigns, click-to-WhatsApp ads from Facebook and Instagram, and conversational commerce flows. The WhatsApp marketing guide covers strategy fundamentals and best practices.
Marketing tools. Managing WhatsApp communication at scale requires dedicated tools for automation, analytics, and team collaboration. For an overview of available platforms, see WhatsApp marketing tools and the roundup of WhatsApp business tools.
Integration with social media management. WhatsApp increasingly connects to broader social media management workflows. Teams that manage customer conversations across multiple platforms can unify WhatsApp alongside Snapchat, Instagram, and Facebook messaging in a single interface, reducing response times and ensuring consistent brand voice.