Global Messaging Apps 2019

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

Report by Jasmine Enberg  | Sep 11, 2019
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Table of Contents
Executive Summary
The Global Mobile Messaging Landscape
WhatsApp Users Worldwide
Business Messaging 101
WhatsApp Status Ads: Coming in 2020
Status Ads and Privacy
Best Practices for WhatsApp Status Ads
Key Takeaways
eMarketer Interviews
Read Next
Sources
Media Gallery
About This Report
It’s official: WhatsApp Status ads are coming, likely sometime in 2020. And though paid advertising is just one piece of the puzzle for companies looking to connect with customers on WhatsApp, it’s a major change for the chat app, which has so far remained ad-free.
Topics
Mobile Messaging
Worldwide
Table of Contents
Executive Summary
The Global Mobile Messaging Landscape
WhatsApp Users Worldwide
Business Messaging 101
WhatsApp Status Ads: Coming in 2020
Status Ads and Privacy
Best Practices for WhatsApp Status Ads
Key Takeaways
eMarketer Interviews
Read Next
Sources
Media Gallery

Executive Summary

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.

How Many Mobile Messaging App Users Are There Worldwide? (billions, % change and % of smartphone users, 2018-2023)
E-Mail ChartDownload

KEY STAT: In 2019, we expect 2.52 billion people worldwide, or 87.1% of smartphone users, will use a mobile messaging app at least once per month.

Here’s what’s in the full report

3files

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16charts

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12expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. The Global Mobile Messaging Landscape
  3. WhatsApp Users Worldwide
  4. Business Messaging 101
  1. WhatsApp Status Ads: Coming in 2020
  2. Status Ads and Privacy
  3. Best Practices for WhatsApp Status Ads
  4. Key Takeaways
  1. eMarketer Interviews
  2. Read Next
  3. Sources
  4. Media Gallery

Charts in This Report

How Many Mobile Messaging App Users Are There Worldwide? (billions, % change and % of smartphone users, 2018-2023)Mobile Phone Social Network Users* vs. Mobile Messaging App Users** Worldwide, 2019-2023 (billions)
Average Daily Time Spent on Mobile Apps in China, by Type, Q3 2018-Q2 2019 (hours and % of total)Mobile Messaging App User Penetration Worldwide, by Country, 2019 (% of smartphone users)
WhatsApp Users in Select Countries, 2019 (millions)WhatsApp User Penetration in Select Countries, 2019 (% of smartphone users)
What Are the Top 8 Most Essential Apps According to Smartphone Users in Brazil? (% of respondents, April 2019)Share of Customer Interactions via Select Channels at Companies Worldwide, March 2019 (% of respondents)
Which Channels Do Customers* Worldwide Prefer When Communicating with Companies? (% of respondents, by generation, April 2019 )Top Channels for Customer Service in 2020 According to Customer Service Executives Worldwide (% of respondents)
Facebook Ad Revenues Worldwide, 2017-2021 (billions and % change)US Mobile Messaging Ad Spending, 2019-2023 (millions, % change and % of digital ad spending)
US Instagram Story Performance Metrics, by Industry, Q1 2018 & Q1 2019What Activities Do Internet Users Worldwide Conduct via Facebook Messenger, WhatsApp and Snapchat? (% of respondents, by generation, Q3 2018)
Why Do US Smartphone Owners Unsubscribe from a Brand's Mobile Messaging? (% of respondents, May 2019)Select Brands that US Internet Users Generally Trust, March 2019 (% of respondents)

Interviewed for This Report

Melanie Cohn
Dunkin’ Brands
Senior Manager, Brand Engagement
Interviewed August 20, 2019
Liz Cole
Digitas North America
Vice President and Group Director, Social Strategy
Interviewed August 12, 2019
Cristina Constandache
Rakuten Viber
Chief Revenue Officer
Interviewed August 14, 2019
Akvile DeFazio
AKvertise, Inc.
President
Interviewed August 9, 2019
Adhvith Dhuddu
AliveNow
Founder and CEO
Interviewed August 14, 2019
Yash Kotak
Jumper.ai
CEO and Co-Founder
Interviewed August 2, 2019
John McCrea
Amplify.ai
CMO
Interviewed August 14, 2019
Chelsea McDonald
DEG, Linked by Isobar
Senior Social Media Strategist
Interviewed August 8, 2019
Erika Sheridan
Schafer Condon Carter
Executive Director, SCC Media
Interviewed August 12, 2019
Tommy Torjesen
Cavai
Founder
Interviewed August 6, 2019
Samuel Tran
MuteSix
Director, Email Marketing
Interviewed August 12, 2019
Joe Yakuel
Agency Within
Founder and CEO
Interviewed August 9, 2019

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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