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
, 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
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
Why brands market on WhatsApp in Brazil
In 2017, the platform launched a customer service functionality for large corporations. The following year, that evolved into
WhatsApp Business, a separate app focused on small companies and freelancers. As of 2024, Brazil had the highest number of downloads out of Asia, at almost 100 million. That solidifies the software's relevance for branding purposes. During a 2024 survey, two-thirds of
marketers in Brazil used WhatsApp often for that reason. The app ranked second only to social networks. Similarly, nearly half of Brazilian marketing professionals turned to
WhatsApp to generate sales opportunities. That share was higher than organic and paid media's.
Challenges and opportunities for Brazilian marketing via WhatsApp
Despite enjoying quasi-ubiquity among internet users, the platform usage as a marketing channel may cause branding fatigue. In May 2023, around 53 percent of
Brazilian WhatsApp users did not mind receiving ads through the app. In April 2024, that share plummeted to 37 percent. However, the latter survey also reveals that half of the participants at least read the
messages sent by companies via WhatsApp and respond if they are interested. That indicates a high reach among connected consumers. Furthermore, over half of respondents reported
buying products through WhatsApp multiple times, suggesting that the app holds a competitive sales conversion rate. While brands can benefit from adjusting their messages on WhatsApp, the medium remains paramount in the Brazilian market.
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