WhatsApp Statistics 2026: Users, Messages and Adoption Data

Commerce and Marketing

• Click-to-message ads reached a $10 billion revenue run-rate, as Meta said on its Q1 2023 earnings call (April 2023). The figure covers ads that open a chat in Messenger, Instagram or WhatsApp, not WhatsApp alone.
• If you run abandoned cart reminders on WhatsApp, measure the recovery rate against your email flow on the same carts, with a holdout group. The mechanics are detailed in our abandoned cart guide.
• @usernames are rolling out through 2026, adding a discovery surface for brands. See our WhatsApp usernames guide.

WhatsApp marketing statistics: ads, paid messaging and AI agents

These figures come from Meta's earnings call transcripts, reread on October 8, 2026.

• Over 80% year-over-year growth in daily click-to-WhatsApp ads revenue, as Meta said on its Q2 2023 earnings call (July 26, 2023).
• A $2 billion annual run-rate crossed by paid messaging within WhatsApp in Q4 2025, according to Meta's Q4 2025 earnings call (January 28, 2026).
• More than 10 million conversations each week facilitated through Meta's Business AIs, up from 1 million at the start of the year, according to Meta's Q1 2026 earnings call (April 29, 2026). Meta gives this figure for its messaging platforms as a whole, not for WhatsApp alone.
• More than 1 million businesses using Meta Business Agents every week to talk to their customers or complete sales, after Meta made them available globally on WhatsApp and Messenger, according to Meta's Q2 2026 earnings call (July 29, 2026).

For email, a public reference point exists: Mailchimp's email marketing benchmarks (read on October 8, 2026, based on data available in December 2023) put the average open rate at 35.63% and the click rate at 2.62% across all users, and at 29.81% and 1.74% for e-commerce. We have not found an equivalent primary source for WhatsApp marketing, and an email open is not measured the same way as a WhatsApp read, so compare each channel with its own history.

France and Europe

Country-level WhatsApp user counts for France and other European markets are estimates we could not trace to a primary source, so this page no longer lists them. For a store selling in Europe, the useful numbers are your own: the share of customers who opt in to WhatsApp at checkout, by country, and how WhatsApp reminders perform against email on the same carts.

The Numbers to Track on Your Own Account

Global figures show the size of the channel; your own figures tell you whether it works for your store. Track these per campaign and per flow:

• Opt-in rate: customers who opt in to WhatsApp divided by customers asked (checkout, pop-up, post-purchase).
• Delivery rate: messages delivered divided by messages sent.
• Read rate: messages read divided by messages delivered.
• Reply rate: replies divided by messages delivered.
• Revenue per message: attributed revenue divided by messages delivered.
• Opt-out rate: opt-outs divided by messages delivered, read together with your number's quality rating.

Keep the definitions fixed, record a baseline over your first weeks, and use a holdout group to measure what WhatsApp adds. Our WhatsApp marketing ROI and KPIs guide goes further into conversion, ROI and ad metrics.

How to cite these statistics

Feel free to cite this page. If you use a statistic, please link to this page or to the primary source given next to each number. This page is updated as WhatsApp and Meta publish new official figures; the "last updated" date in the header reflects the latest revision.

Sources

• WhatsApp: About
• Meta Q1 2023 earnings call transcript
• Meta Q2 2023 earnings call transcript
• Meta Q4 2025 earnings call transcript
• Meta Q1 2026 earnings call transcript
• Meta Q2 2026 earnings call transcript
• Mailchimp email marketing benchmarks