WhatsApp boasts over 1.5 billion active users globally. At the dawn of the new decade, more than 100 billion messages were sent using the platform. In WhatsApp’s ten-year history, this was the highest number of messages sent in one day.

The numbers should have brands thinking about creative strategies to unlock WhatsApp’s potential. And while some brands have started to dive into it, the majority of the industry still seems hesitant.

There are plenty of features already available to marketers. WhatsApp for Business allows companies to integrate the app with their management tools and chatbot integration allows immediate customer interaction 24 hours a day.

Facebook, who bought WhatsApp in 2014, has confirmed that ads will be coming to the app this year, as part of 'Statuses'. As the platform becomes increasingly open to businesses, the new ads feature could revolutionise advertising and marketing campaigns – if brands play their cards right.

By now, marketers will be familiar with the demands of vertical media, thanks to popular platforms like Snapchat and TikTok. To successfully incorporate each media format into strategies, brands need to understand the individual platform nuances. While TikTok is known for its viral video content, chat platforms like WhatsApp provide users with a private and direct channel of communication.

Messaging apps are now a pivotal part of consumers’ lives and with its incredible reach, WhatsApp is already one of the most powerful tools out there for businesses. If brands integrate chat platforms as key strategic tools, sooner rather than later, they can become key industry players.