Use of mobile messaging apps in Brazil 2025| ��ƽ��

Penetration of selected mobile messaging apps among smartphone owners in Brazil from 2018 to 2025

Characteristic	WhatsApp	Instagram	Facebook Messenger	Telegram	Signal
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Release date

February 2025

More information

Region

Brazil

Survey time period

2018 to 2025

Number of respondents

2,112 smartphone users*

Age group

16 years and older

Special properties

Based on number of monthly active users (MAU)

Method of interview

Online survey

Supplementary notes

* Number of respondents in 2025.

The survey was carried out in January of each year.

Citation formats

Approximately ** percent of smartphone owners surveyed in Brazil in February 2025 said they had WhatsApp installed on their mobile devices. Instagram and Facebook Messenger ranked second and third, as ** percent and ** percent of respondents claimed to have the two Meta's applications on their devices. Meanwhile, ** percent of interviewees claimed to have Telegram on their phones, up from ** percent on the previous year. Furthermore, ** percent of smartphone users in that South American country stated that they had the Signal app on their devices.

‘Zapzap’ as a lifestyle

The use of WhatsApp in Brazil – where the app is often nicknamed ‘zapzap’ – spans beyond the realm of texting. Whereas the share of Brazilian smartphone owners who send SMS text messages declined, most WhatsApp users utilized the app to exchange text and voice messages, besides images. It also serves as a sales channel for small and medium-sized enterprises.

WhatsApp’s competition gets tighter

This app kept a stable penetration rate in Brazil in the past few years, but Telegram and Signal are trending up. Still, competitors of WhatsApp have a long way to go: only ** percent of Telegram users surveyed in Brazil in 2025 said they used the app daily or almost daily, despite the rate of respondents that stated never or almost never using it coming down to *** percent.