WhatsApp. An app that was originally intended for private messages has long since become a central communication channel - even for companies. More than 2.7 billion people worldwide use Messenger regularly - Meta itself confirmed this in its latest annual report at the beginning of 2025. In Germany, according to ARD/ZDF online study 2024 and Statista at about 60 to 62 million active users. This means that almost every internet user in Germany has WhatsApp installed - and uses it every day.
While reach on social media is evaporating and email inboxes are overflowing, WhatsApp offers something that is worth its weight in gold in marketing: Attention. Messenger messages are read. Industry insiders such as MessengerPeople and 360dialogue report on Opening rates above 90 per centespecially with cleanly collected Opt-in.
But what does it actually mean to do "WhatsApp marketing"? What are the possibilities - and where are the limits? This article highlights the most important options, pitfalls and perspectives - and explains why now is a good time to get involved with messenger marketing.
WhatsApp is not social media - but still a marketing channel
Unlike Facebook, Instagram or TikTok, WhatsApp is not public. No posts, no followers, no likes. And this is precisely where its potential lies. Communication takes place directly - between brand and peoplenot brand and algorithm.
Compared to traditional social media platforms, WhatsApp:
- No visibility through hashtags or trends,
- in favour Extremely high opening rates (often over 90 % according to messenger service providers),
- one personal, intimate setting,
- and the opportunity to work with the customer in dialogue to stay.
Anyone setting up a marketing strategy today that is intended to have a lasting effect, can no longer rely on visibility alone. Visibility is fleeting. Relationship remains.
Marketing on WhatsApp - these options are available
a) Broadcast lists (newsletter light)
With the free WhatsApp Business app, messages can be sent to several recipients at the same time - for example for:
- Offer updates
- Event notes
- New content (blog, podcast, video)
Important: Only contacts who have saved their own number in the phone book will receive the message. This makes the set-up complex - but of high quality.
b) Individual chats - pure customer loyalty
Whether support, advice or follow-up calls: direct 1:1 communication is ideal for small businesses. Many users perceive WhatsApp as low-threshold and personalised as e-mail.
c) Automation with the WhatsApp Business API
The API allows deeper integration and automation. Companies can:
- Use chatbots (for advice, support, queries),
- Automate processes (e.g. call-back agreement, parcel tracking),
- Use CRM data (e.g. personalisation),
- Scale messages - GDPR-compliant and efficient.
A well-trained bot saves Significant personnel costs. Many standard enquiries can be answered automatically 24/7 without human intervention.
d) Click-to-WhatsApp Ads
Meta allows adverts on Facebook or Instagram that lead directly to a WhatsApp chat - with high conversion and clearly measurable interaction.
Free vs. fee-based - which is worthwhile for whom?
| Option | Costs | Suitable for |
| WhatsApp Business App | Free of charge | Small businesses, retailers |
| API + Bot + CRM | From approx. 30 €/month (depending on provider) | e-commerce, medium-sized companies, support teams |
| Click-to-Chat Ads | Budget-dependent | Performance marketing, campaign management |
TipWhoever starts should begin with the free app and scale up if successful - with API and automation.
Commerce in WhatsApp - What works today, what's coming soon
In some markets such as India or Brazil shopping directly in WhatsApp is already a reality. There, users can:
- through Product catalogues browse,
- Article in the Shopping basket lay,
- and even Pay directly in Messenger - via WhatsApp Pay.
In India, this feature was launched in 2022 in collaboration with the retailer JioMart and has been continuously expanded ever since. Meta itself describes it as the "first fully integrated shopping experience within WhatsApp" - including product search, ordering and payment via UPI (Unified Payments Interface)【Source: Meta Newsroom, 2022 → Link】.
In Germany this range of functions is not yet not available. Although Product catalogues in the WhatsApp Business app and customers can order via chat - but a complete order history is not possible. Checkout and payment function directly in the app is missing so far.
However, Meta has communicated clearlythat WhatsApp will also become a fully-fledged Commerce platform wants to expand. In announcements at Meta Connect and in statements to the media, the company regularly states that it is working on corresponding solutions - depending on the regulatory framework conditions in the individual markets.
As soon as these hurdles have been overcome - for example in the area of payment services law and data protection - this could also happen in Europe:
- complete Shop systems with in-app purchases,
- Payment services via Meta Pay or third-party providers,
- and Automated sales via chatbot
become the standard.
Shopping via WhatsApp with JioMart in India - official screenshot from Meta, published via OnsiteGo. Source: Meta Newsroom
Data protection & GDPR - what companies need to be aware of
Messenger marketing is legally sensitive - especially in the EU. These are important:
- Comprehensible opt-in processes (ideally double opt-in),
- clear reference in the privacy policy,
- Utilisation Certified provider with server location in the EU,
- and documented consent of the recipients.
WhatsApp itself encrypts chats end-to-end - but the management of user data by third-party providers must be compliant.
New market conditions - why direct channels are winning
Marketing is currently undergoing fundamental change:
- AI search functions (e.g. Google SGE) provide answers directly - without users having to visit websites.
- Zero Click Searches are increasing - organic range is decreasing.
- Zero Click Commerce via platforms such as Amazon, Instagram or TikTok binds the customer more strongly to the platform - not to the company.
WhatsApp breaks this pattern:
- Customer contacts remain the property of the company.
- Communication takes place without algorithm filters.
- Data and relationships can be utilised in the long term.
Best practices - This is what WhatsApp marketing looks like in practice
- Retail tradeAn organic market broadcasts the new weekly offer every Thursday. Customers pre-order by replying directly.
- Service providerA personal trainer offers taster consultations via WhatsApp. Interested parties book directly in the chat.
- E-CommerceA shop sends automated dispatch notifications, follow-ups and promotions - with measurable success.
- CampaignsA furniture manufacturer advertises a new product via an Instagram ad with a "Get advice now" button - the click leads to a WhatsApp chat.
Tracking & measuring success - how to measure the impact
- Link tracking: UTM parameters in news links enable evaluation in Web analysis/tracking tools such as Trackboxx or Google Analytics.
- Response times and interaction ratesWho replies how quickly, how often? Which message brings the most traffic?
- Click-to-Chat campaignsMeta provides exact figures on clicks, costs, interactions and conversions.
Those who use the WhatsApp API also receive detailed insights - for example on delivery and opening rates.
Conclusion: WhatsApp is not a trend - it is infrastructure
WhatsApp is 2025 more than a channel - it is a foundation. It combines high reach with a personalised approach, efficiency with proximity, automation with trust.
At a time when digital visibility is becoming increasingly difficult to buy, direct contact with customers is becoming a decisive advantage. Those who build it on WhatsApp, not only attracts attention, but also creates a real bond - and is ideally prepared for what is to come in digital commerce.
