The global messaging standard paints a new future for US marketers
WhatsApp is the most popular global messaging app in 2025 based on monthly totals of active users. It’s also the fourth most popular social network in the world, as ranked by Statista in February 2025. The top three are Facebook, YouTube, and Instagram.
WhatsApp records almost 50% higher usage than WeChat and more than doubles that of Telegram, Facebook Messenger, and Snapchat. The active user base is projected to top 3 billion worldwide by the end of 2025, with the top 10 countries by active users being India, Brazil, the United States, Indonesia, Mexico, Russia, Pakistan, Germany, the Philippines, and Nigeria.
These numbers come as no surprise to everyone outside of North America, as WhatsApp is the standard for quick messaging in just about every market except China and, yes, America. Even though America ranks third on the global usage list, SMS is ingrained as the primary platform for quick messaging and is largely greenfield for brand marketers.
WhatsApp is now over 15 years old and has been part of Facebook (now Meta) since 2014. WhatsApp generates most of its revenue from WhatsApp for Business, which charges businesses for usage after 1,000 conversations. Current reports indicate WhatsApp Business revenue to be an estimated $382 million, with Asia and Europe the two top markets composing the total.
US marketers have only begun to scratch the surface using SMS as a marketing and promotional delivery channel. Restaurants, QSRs, and e-commerce retailers led the way over the past three years, incorporating SMS into the marketing channel mix.
The opportunity to discover even more powerful connections with customers in the future could lie in the WhatsApp channel. We talked with Helen Nurse, a digital marketer known as ‘The WhatsApp Woman’ and the founder of Capture 1, to learn about the impact of WhatsApp marketing for brands.
Helen told us that “Whilst the most popular method of marketing communication historically has been email, marketers are realizing the potential of the instant messaging app with over two billion active users worldwide.” She went on to share ten WhatsApp stats that might surprise US marketers and cause them to take a closer look at the channel as user growth continues in the US.
#1 – 87% read rate
The first and arguably most crucial hurdle when it comes to marketing communications is actually getting your message read. Even the most compelling message or exciting announcement falls flat if it goes unread. When the number of ads we see per day is estimated to be between 4,000 and 10,000, persuading people to read your comms is a task in itself.
#2 – 52% click rate
Calls to action, for example, a link to purchase an item or sign up for an event, spur over half of users to click when sent in a WhatsApp message.
#3 – 45 seconds average response time from users
Users on WhatsApp respond, on average, in less than one minute; it’s called instant messaging for a reason. It’s important to acknowledge that WhatsApp isn’t always the most effective method of communication – it’s best used when the message is concise, of high importance, and most notably, requires a response or action from the customer.
A great example of this is a ‘WhatsApp flow’, where the customer’s response triggers the next message – which will differ depending on the response they give.
#4 – 700 million WhatsApp Business users globally
Every business owner wants to be an early adopter of successful strategies. It might seem like those using WhatsApp marketing are in the minority, but the number of WhatsApp Business users has hit 700 million, according to Statista.
#5 – 70% of consumers feel more connected via WhatsApp
We use WhatsApp to connect with friends and family, to send voice notes about our day, to make plans for the weekend. In contrast, we largely use email for work, to communicate with colleagues, and to receive marketing from brands we’ve subscribed to – and sometimes ones we haven’t.
It’s no wonder the majority of consumers feel more connected via WhatsApp. This is a good time to mention that WhatsApp Business should only be used for messages that actually serve the recipient, for example, important booking confirmations, rather than run-of-the-mill marketing that could be considered spam.
#6 – 74% expect brands to deliver personal experiences
WhatsApp is a personal space for most people, so it’s understandable that business owners could worry about overstepping a boundary. But the reality is, most consumers expect brands to reach out to them directly, and so long as your WhatsApp marketing is clear, helpful, and appropriate, users won’t mind hearing from brands in this way.
#7 – 83% of users check messages daily
Even those with hectic schedules and busy inboxes tend to check their WhatsApp every day. When messages are important, time-sensitive, or require a response, WhatsApp is a great way to make sure they get seen.
#8 – 3.3x higher conversion rate compared to email
It’s true that the first hurdle of marketing communications is getting your message read. The next challenge is inciting some sort of action.
As marketers, we want to convert readers to clicks, which is shown to be over three times more likely when you reach out via WhatsApp.
#9 – 1 in 3 chats lead to action
Not only is an action more likely when using WhatsApp compared with email, but the number is higher than marketers might expect. One in three chats on WhatsApp leads to an action being taken.
#10 – 10x faster response than email
The immediacy of WhatsApp is not to be underestimated. Whilst emails often get opened and replied to later, people tend to shoot back a reply on WhatsApp straight away. This could be because WhatsApp feels more casual to users – no need for the “kind regards” or extended formalities.
What’s Next for WhatsApp?
In 2025, the number of businesses marketing and communicating with their customers through WhatsApp is expected to grow. Over 50 million brands are using WhatsApp as a business tool today, with 175 million customers sending messages or interacting with a business account on WhatsApp on a daily basis.
The data speaks for itself: WhatsApp is no longer just a platform for chatting with friends; it’s becoming a powerful marketing tool that businesses can’t afford to ignore. With unmatched open rates, lightning-fast response times, and a personal feel that fosters real connection, WhatsApp offers marketers a unique way to cut through the noise.
Major brands like Hellmann’s, Persil, Netflix, KLM, and Absolute Vodka (to name a few) have adopted the platform into their marketing strategy. The best success stories are all with brands outside the US, but with continued growth among consumers, it is only a matter of time before brand marketers in America begin to experiment heavily with the channel for marketing purposes.
While email will always have its place, these ten stats from Helen Nurse make a strong case for integrating WhatsApp into your marketing strategy. For brands looking to boost engagement, drive action, and meet customers where they already are, the message is clear – WhatsApp is the future of conversational marketing.
About Helen Nurse
Helen Nurse, also known as ‘The WhatsApp Woman,’ is a digital marketer who specialises in creating WhatsApp flows for businesses. She has worked with the NHS to create WhatsApp flows that deliver resources to patients, as well as commercial companies looking to improve communications with their customers. Founder of digital agency Capture 1, Helen has over 22 years of experience creating content that works.