WhatsApp last released official numbers in 2017, and this makes it somewhat of an odyssey to provide accurate, up-to-date information; that being said, there are multiple market research sites from where we can compile information that can bring us closer to understand what is happening in WhatsApp‘s market today.

In our previous article, 20 Other WhatsApp Markets you should consider, we talked about WhatsApp’s growing popularity, and we learned about the high market penetration when comparing country population to the number of WhatsApp users.

In this article, we will take a look at what many consider to be the Top 10 WhatsApp markets, based on the total amount of WhatsApp users.

Country Population WhatsApp Users(*)
India 1.380.004.385 400.000.000
Brazil 212.559.417 120.000.000
Mexico 128.932.753 77.000.000
USA 331.000.000 68.100.000
Indonesia 273.523.615 59.900.000
Russia 145.934.462 54.100.000
Germany 83.783.942 43.900.000
Italy 60.461.826 43.500.000
Spain 46.754.778 38.300.000
UK 67.886.011 27.600.000

*WhatsApp user numbers are an approximation, based on information averages from 2018 through 2020*

Looking at these numbers there are a few things that stand out: these 10 countries account for roughly half of the 2 billion global WhatsApp users, and the percentage of the population that uses WhatsApp in almost half of them is lower than 50%. However, how important is the market penetration rate in countries with such a large population?

Let’s take a closer look at the first 3 on our top 10 list:

  1. India is considered the largest WhatsApp base in the world with around 400 million users representing approximately 28% of the population. Although the percentage at first view does not seem impressive, it is nonetheless a huge area of opportunity for business.
  2. Brazil is the second-largest market with around 141 million users, approximately 66% of the population, actively using WhatsApp. This great popularity makes it a fantastic market that WhatsApp has chosen to test drive features like catalogs and WhatsApp Payment.
  3. WhatsApp in Mexico, with close to 80 million users and approximately 63% of their population using the application, is highly popular among SME’s, with 1 out of 3 businesses acknowledging that they use WhatsApp to communicate with their clients.

Among the remaining markets in the top 10, WhatsApp is considered the leading messaging app for most of them, with the exception of the USA where facebook messenger still reigns supreme.

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