What’s up with WhatsApp? And why you should be adding the channel to your digital marketing strategy
Social media has long been the go-to for building brand communities, but with shifting algorithms, declining organic reach and lower trust, in 2025, it’s time to think beyond the usual channels. Enter WhatsApp Communities – a tool for direct engagement, real-time interaction and building loyal customer bases.
What are WhatsApp Communities?
WhatsApp Communities allow organisations to bring multiple groups together under a single umbrella, making it easier to manage large-scale conversations and share important updates.
Unlike standard WhatsApp groups, that can be created and used by any user, communities enable segmented discussions while still maintaining a central announcement space for key messages. This setup makes it ideal for businesses looking to engage specific audience segments while keeping everyone aligned with broader updates. Users need to accept the community invitation before they receive messages and notifications.
Why should brands care?
With over two billion users worldwide, WhatsApp is one of the most widely used messaging apps globally. People are increasingly turning to private, closed-group spaces for discussions, and WhatsApp is leading this shift. While traditional social media platforms still play an important role, WhatsApp offers higher engagement rates, more intimate interactions, and direct access to audiences without the interference of algorithms.
For brands, this means:
Stronger relationships – Customers feel more connected when brands communicate in a direct and personal way.
Real-time conversations – Instant feedback and discussions help brands stay in tune with their audience.
Controlled messaging – Unlike social media where messages get lost in the noise, WhatsApp ensures audiences receive key information without distractions.
Higher engagement – WhatsApp messages have a far higher open rate than traditional email marketing.
WhatsApp Communities as the new live space
WhatsApp Communities can act as the new Twitter/X for live conversation, allowing audiences to instantly react to TV shows, cultural moments, or industry events in real time. Instead of following a hashtag, users can join a WhatsApp Community dedicated to an event, creating a more direct and interactive experience. This opens up new possibilities for brands looking to:
Build buzz around launches
Create VIP experiences for their audience
Drive engagement during live events or webinars
Foster ongoing dialogue around key industry topics
How brands can leverage WhatsApp Communities
Ready to integrate WhatsApp Communities into your communications strategy? Here are some different ways to use the platform:
Create exclusive VIP groups for your most engaged customers, offering early access to news, products and launches.
Use communities for brand storytelling, sharing things like behind-the-scenes content, ESG commitments and the people behind the business
Facilitate thought leadership by hosting industry discussions with key stakeholders and customers/clients.
Enhance customer support with dedicated WhatsApp spaces for assistance and FAQs.
