WhatsApp Business API has seen a meteoric rise as a channel.

Mobilesquared’s latest forecasts predict it will become a billion-dollar business in 2024, emphasising its rapid growth.

In a previous article, we analysed how brand spend will change on WhatsApp Business API over our forecast period.

In this article, we will examine how brand spend on the channel does not reflect the traffic and the interaction between brands and consumers.

Let’s get started.

Brand Use of Whatsapp Business API

Between 2019 and 2023, Mobilesquared data reveals that brands sent a cumulative total of 211.4 billion messages over the channel. However, between 2024 and the end of 2027, brands will send a cumulative total of 3.57 trillion messages.

In the first period (between 2019 and 2023), brands were sending an average of 115.77 million per day, but over our forecast period (2024 to 2027), brands are projected to send a daily average of 1.96 billion. That is an increase in daily traffic of 1,590%.

From a traffic perspective, WhatsApp Business API will remain a conversational-based channel. For example, in the first period, almost 83.1% of total traffic was conversational traffic. Over our forecast period, conversational traffic will account for over 66.9% of total traffic.

Are you interested to learn why 2024 is a breakthrough year for WhatsApp Business? Be sure to read our article.

To highlight the shift in traffic over the entire period covered by Mobilesquared data, conversational services (i.e. customer care) accounted for more than three-quarters of total traffic in the first period and will account for less than 50% of total traffic over our forecast period.

This reveals that a significant amount of conversational traffic will be generated by marketing and utility messages, or in other words, conversational commerce.

In the first period, conversational commerce traffic accounted for less than one-quarter of total traffic, but will account for more than half of total traffic over our forecast period.

Over the forecast period brand usage of WhatsApp Business API will evolve from a predominantly customer care-based channel to a commerce-driven channel.

How To Buy WhatsApp Business Data

Are you looking to invest in WhatsApp Business data to safeguard your messaging strategy? If you need reliably accurate numbers from the global leader in messaging intelligence, look no further than Mobilesquared.

Our WhatsApp Subscription provides detailed insight, analysis, and forecasts on WhatsApp Business API (serving medium and large brands only) from the #1 global business messaging analyst company.

A 12-month WhatsApp subscription costs £4,990 and includes:

  • Executive summary
  • 70-page interactive analyst report
  • 3+ million searchable and downloadable country-level data points across 200 markets
  • Subscriber-only analyst briefings
  • Annual data updates

Get in touch with our analyst team for comments or insight on WhatsApp Business API by emailing nick@mobilesquared.co.uk.

We are Mobilesquared: mobile engagement specialists delivering the very best independent mobile market intelligence to our clients. We are the established #1 global authority on business messaging and CPaaS, with our data shaping business plans, strategy, and customer engagement modelling, for some of the world’s leading brands, mobile operators, and messaging providers.