Among the many announcements at Meta’s “Conversations” conference today in São Paulo, Brazil, one stat stood out: WhatsApp Channels, the platform’s year-old broadcast feature, has surpassed 500 million users.
Channels allow users to subscribe to topic-based groups, similar to Instagram Channels. This provides creators and brands a new, direct way to connect with their audience, bypassing traditional social media pages.
The rise of Channels reflects a broader shift towards messaging-based engagement. Consumers are increasingly favoring direct messaging over social media feeds, and Channels capitalize on this trend by building a closer connection between brands and their most loyal followers.
This opens exciting possibilities for businesses. Imagine a dedicated promotions channel offering exclusive deals to members or a product announcement stream delivered straight to inboxes. With 500 million users strong, the potential for brands to adapt to evolving engagement behaviors is undeniable.