WhatsApp marketing in 2025: the most direct channel available

WhatsApp began as an app for private messages. Today, it is also a major communication channel for businesses. More than 2.7 billion people worldwide use the service regularly, according to figures Meta cited in early 2025. In Germany, the 2024 ARD/ZDF Online Study and Statista estimate the audience at around 60 to 62 million active users. In other words, WhatsApp is installed on the phones of most internet users in Germany — and many use it every day.

As organic reach on social media becomes less predictable and email inboxes fill up, WhatsApp offers something every marketer values: attention. People read messages. Providers such as MessengerPeople and 360dialog report open rates above 90%, particularly among audiences who have provided a clear Opt-in.

So what does WhatsApp marketing involve? Which options are available, and where are the limits? This guide explains the principal formats, practical pitfalls and strategic opportunities — and why messenger marketing deserves attention now.

WhatsApp is not social media — but it is a marketing channel

Unlike Facebook, Instagram or TikTok, WhatsApp is not built around public posts, follower counts or likes. That is precisely where its value lies. Communication takes place directly between a brand and a person, not between a brand and an algorithm.

Compared with conventional social platforms, WhatsApp offers:

• no organic discovery through hashtags or trends,
• exceptionally high open rates (often above 90% according to messaging providers),
• a personal, one-to-one setting,
• and the opportunity to stay in conversation with customers.

A durable marketing strategy cannot depend on visibility alone. Visibility is fleeting; relationships last.

WhatsApp marketing: the main options

a) Broadcast lists: a lightweight newsletter

The free WhatsApp Business app can send the same message to multiple recipients, making it useful for:

• offers and promotions
• event announcements
• new content, such as a blog post, podcast or video

There is an important restriction: recipients receive a broadcast only if they have saved your business number in their contacts. Building the list therefore takes more effort, but the resulting audience is usually highly intentional.

b) One-to-one chats: direct customer relationships

Support, advice and follow-up conversations all work well in a direct chat, particularly for small businesses. Many people find WhatsApp more accessible and personal than email.

c) Automation with the WhatsApp Business Platform

The API supports deeper integration and automation. Businesses can:

• deploy chatbots for advice, support and common questions,
• automate processes such as booking a callback or tracking a parcel,
• use CRM data for relevant personalisation,
• scale their messaging while remaining efficient and mindful of GDPR requirements.

A well-trained bot significantly reduces staffing costs. Many routine enquiries can be answered automatically around the clock without human intervention.

d) Click-to-WhatsApp ads

Meta lets advertisers send people from a Facebook or Instagram ad directly into a WhatsApp conversation. The resulting interaction is immediate and can be measured through the campaign platform.

Free or paid: which option suits which business?

Tip: A sensible starting point is the free app. Move to the API and automation once the channel has proved its value.

Commerce in WhatsApp: what works now and what may come next

In some markets such as India or Brazil shopping inside WhatsApp is already available. Customers can:

• browse product catalogues,
• add items to the cart,
• and even pay directly in WhatsApp via WhatsApp Pay.

In India, Meta launched this type of experience with the retailer JioMart . The service has expanded since its 2022 launch. Meta described it as its first end-to-end shopping experience in WhatsApp, covering product discovery, ordering and payment through India’s UPI system (source cited in the original article: Meta Newsroom, 2022).

In Germany, the full range of features is not yet available. Businesses can create product catalogues in the WhatsApp Business app and customers can place orders through chat, but a complete in-app checkout and payment function is still missing.

Meta has, however, made clear that it wants WhatsApp to become a more complete commerce platform in Europe too. Announcements at Meta Connect and comments to the media have repeatedly referred to further development, subject to the regulatory requirements of each market.

If barriers relating to payment regulation and data protection can be resolved, Europe could eventually see:

• complete shop systems with in-app purchases,
• payments through Meta Pay or other providers,
• and automated sales through chatbots

become commonplace.

Shopping with JioMart in WhatsApp in India — an official Meta image published by OnsiteGo. Source cited in the original article: Meta Newsroom

Privacy and GDPR: what businesses need to consider

Messenger marketing raises important legal and privacy questions, particularly in the EU. Key requirements include:

• a clearly documented opt-in process — ideally double opt-in —
• transparent information in the privacy notice,
• using an appropriate provider with suitable EU data-processing arrangements,
• and keeping evidence of each recipient’s consent.

WhatsApp provides end-to-end encryption for chats, but businesses must also ensure that any third-party provider processes contact data lawfully.

Why direct channels are gaining ground

Digital marketing is undergoing a structural change:

• AI-powered search features can answer a question without sending the user to a website.
• Zero-click searches are increasing, making organic reach less predictable.
• Zero-click commerce on platforms such as Amazon, Instagram and TikTok strengthens the customer’s relationship with the platform rather than the merchant.

WhatsApp changes that dynamic:

• the business retains a direct relationship with its contacts,
• messages are not filtered by a social feed algorithm,
• and the relationship can be developed over time, subject to consent and platform rules.

WhatsApp marketing in practice: four examples

• Retail: An organic grocery sends its weekly offers via broadcast every Thursday. Customers pre-order by replying directly.
• Service providers: A personal trainer offers introductory consultations via WhatsApp. Interested people book directly in the chat.
• E-commerce: An online shop sends automated shipping updates, follow-ups and promotional messages — with measurable results.
• Campaigns: A furniture maker promotes a new product with an Instagram ad featuring a “Get advice now” button. Clicking it opens a WhatsApp chat.

Measuring the impact of WhatsApp marketing

• Link tracking: UTM parameters added to links in messages can be analysed in web analytics tools such as Trackboxx or Google Analytics.
• Response times and engagement rates: Who replies, how quickly and how often? Which message drives the most traffic?
• Click-to-Chat campaigns: Meta provides exact figures for clicks, costs, interactions and conversions.

Businesses using the API can also access delivery and engagement metrics through their provider.

Conclusion: WhatsApp is infrastructure, not a passing trend

In 2025, WhatsApp is more than another channel; it is part of the customer-communication infrastructure. It combines broad adoption with personal contact, efficient automation with a sense of proximity, and scalable processes with trust.

As digital visibility becomes harder and more expensive to secure, a direct customer relationship becomes a competitive advantage. Businesses that build that relationship in WhatsApp gain more than attention: they build genuine loyalty — and are better prepared for the next stage of digital commerce.