With over 500 million monthly active users, WhatsApp Channels might not yet rival larger social platforms, but it is gaining momentum. “We launched WhatsApp Channels, a one-way broadcast tool for administrators to send text, photos, videos, stickers, and polls so that people would have simple, reliable, and private ways to receive important updates from people and organisations, right within WhatsApp. We’ve heard great feedback,” explains a WhatsApp spokesperson.
Launched on September 13 last year in over 150 countries including India, WhatsApp Channels enables brands, celebrities and businesses to connect with followers through a dedicated broadcast channel. “WhatsApp’s verified business accounts and anti-spam features make it an ideal channel for brands to connect with consumers on product offers, feedback and build credibility,” says Divya Dixit, chief growth officer, One Health Assist. “WhatsApp Channels guarantees you something other traditional or digital channels don’t necessarily do,” says creative consultant Vaishakh Jhunjhunwala. “It gives you a huge audience in the non-metro and tier 2,3,4 cities. WhatsApp Channels is the Instagram Stories equivalent in those markets.”
Adds Madhu Viswanathan of the Indian School of Business, “I am very gung-ho about the prospect of WhatsApp marketing and, more broadly, conversational marketing as a channel – so much so that my class here at ISB is doing a live project on click-to-WhatsApp campaigns.” He highlights WhatsApp’s multimedia formats, payment system integration, and real-time interactions as assets that enhance its appeal to businesses.
India is following a larger global trend. As per InsightAce Analytic, the global conversational commerce market size is valued at 6.85 billion in 2023 and is predicted to reach 20.78 billion by 2031 at a 15.1% CAGR.
The Bain & Company and Meta report “Win with Conversations” released in May reveals that conversational commerce is poised to be the next big wave of business growth in India. The report says 70% of large enterprises are already engaging with half of their customer base through conversational platforms like WhatsApp. Consumers are leading the shift, with over 50% preferring conversational journeys for everyday tasks like paying bills, booking travel, and accessing bank statements. “In this era of individualism, WhatsApp Channels are providing uninterrupted and private connectivity between brands and users,” says Supriya M. Kalla, assistant professor, marketing, International Management Institute, New Delhi.
So what are the key rules of Channels engagement? “Brands should consider three principles before joining WhatsApp Channels. First, timely relevance is key, as Channels thrive on time-sensitive, high-value updates that matter directly to audiences. Second, community alignment is also essential. Channels work best for brands that serve specific communities or shared interests, where each update adds to a sense of belonging or insider access,” says Axon Alex, strategy head, 22feet Tribal Worldwide. The third principle, he says, is to recognise the limitations of Channels — broadcasts on it rarely achieve the high open and click-through rates of regular WhatsApp broadcasts. “It’s a megaphone, not a laser pointer—so make sure what you’re broadcasting is worth the audience’s attention,” he adds.