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Who knew that WhatsApp would become the most used application in the world, after being bought by Facebook in February 2014? At that time, it already had 600 million active users and currently, there are 1 billion people accessing their accounts daily. But what makes WhatsApp so successful?

First of all, WhatsApp is good for businesses, meaning that everyone can use this application to promote their products in group chats, which can support up to 256 members. However, this can be a disadvantage for WhatsApp users, because on Facebook, people can send messages to all of their friends (5000 is the friend limit on Facebook).

Also, Broadcast List is a really useful feature on WhatsApp, which can be used by companies to send messages to several contacts, at once. However, those who don’t want to receive messages containing ads have the option to report them, using the spam button.

WhatsApp is now free to use, but initially, it had an annual subscription of $0.99. This means that users consume their mobile data or chat for free while connected to a wireless network. Most companies have a wireless router, so this problem is solved.

Unlike other applications, WhatsApp doesn’t show ads, offering a clean environment and customers can ask companies information about their products through messages, while on Facebook, users usually comment on these company’s posts, where they require details. And messages sent on WhatsApp have a 70% chance to be opened via push notification.

Overall, WhatsApp is helping brands to keep in touch with their audience. For example, Huffington Post is using its website, Facebook page and WhatsApp account to keep its readers informed. Chris York, social media editor was surprised how many people sign up on WhatsApp, although he said that it’s too complicated to add and remove users from broadcast lists. The Mirror is Huffington Post’s close competitor and they’ve used WhatsApp to promote two selective stories per day.