A. Guttmann
Research Lead covering media
WhatsApp marketing in Brazil – statistics & facts
In most of the world, WhatsApp is just a mobile instant messaging app; in Brazil, it is a lifestyle. In 2023, one-third of Brazilian social media users said that the Meta-owned solution was their favorite social network, a function the app can operate through groups, communities, and channels. It also allows money transferring, multi-user voice and video calls, and status sharing, among other features. Meanwhile, the number of WhatsApp users in Brazil continues to rise steadily, reaching an estimated 150 million by the end of the decade. As the app becomes virtually synonymous with having a smartphone, it increasingly bridges the gap between brands and consumers: During a 2024 online survey, four out of five Brazilian adult WhatsApp users reported communicating with brands through the platform.
