WhatsApp Channels: A Promising Frontier with Room for Growth

When WhatsApp Channels launched in India in September 2023, Meta introduced it as a game-changing broadcasting tool designed to strengthen engagement between brands, creators, and their audiences. In a market where WhatsApp boasts approximately 536 million monthly active users in 2024, the feature seemed poised for success.

WhatsApp Channels allow users to follow public accounts for updates and information, offering a direct, algorithm-free communication platform. The appeal lies in its simplicity—users opt in to updates based on genuine interest, enabling high engagement rates.

The Rise of WhatsApp Channels in India
The platform has quickly gained traction among creators, celebrities, and brands. Bollywood stars like Akshay Kumar and Kareena Kapoor Khan, regional icons such as Vijay Deverakonda and Allu Arjun, and organizations like the Indian Cricket Team have leveraged Channels to engage their audiences. During the ICC World Cup, the cricket team used Channels to share real-time updates and exclusive content, further enhancing digital interaction around the event.

Businesses across sectors are also experimenting with the platform. Fashion brands use Channels to share style advice, while food and beverage companies promote recipes and special offers. The tool provides a clutter-free space for creators to share exclusive updates, real-time insights, and behind-the-scenes content, fostering trust and authenticity.

Challenges Hindering Growth
Despite its initial promise, WhatsApp Channels face several hurdles. One major limitation is discoverability. Unlike Instagram or YouTube, Channels are not prominently displayed on WhatsApp’s homepage, requiring users to actively search for them. This lack of visibility impacts organic growth unless creators and brands promote their Channels externally.

Another challenge is the absence of monetization options. Unlike platforms that offer ad revenue or subscription models, WhatsApp Channels rely on indirect methods such as brand partnerships for creators to earn revenue. Shan Jain, an independent director and brand strategist, highlights this as a significant drawback.

“The algorithm-free nature of Channels is both a strength and a weakness,” Jain explains. “While it eliminates clutter and ensures visibility for quality content, it also places the burden on creators and brands to attract audiences inorganically.”

Without algorithmic content boosts, the onus falls on creators to consistently deliver high-value updates to retain user interest. This challenge is particularly pressing for creators from smaller towns who might lack the resources to promote their Channels.

A Controlled Yet Intimate Platform
WhatsApp Channels’ one-way broadcasting format has drawn comparisons to platforms like Twitter (now X). However, while Twitter fosters two-way interactions, Channels focus solely on delivering updates. Manish Solanki, COO and co-founder of TSBI, explains that this controlled communication environment appeals to brands seeking to maintain a specific tone and exclusivity in their content.

“WhatsApp Channels offer a direct and authentic mode of communication, but maintaining the right balance in tone and content is crucial for audience retention,” says Solanki.

Opportunities for Growth
Despite its challenges, the potential of WhatsApp Channels remains significant. Creators like Yashraj Mukhate and Technical Guruji are already utilizing the feature to share exclusive updates and connect with their followers. For smaller creators, the platform provides an accessible entry point to grow their audiences.

A WhatsApp spokesperson notes that the direct and personal nature of Channels aligns with the increasing demand for personalized experiences. “Currently, Channels provide an intimate space for celebrities, creators, and brands to connect with followers. In the future, we see opportunities to help admins build businesses around their Channels,” they say.

To unlock the full potential of WhatsApp Channels, Meta must address key issues like visibility and monetization. Experts suggest that sustainable growth will depend on creating pathways for creators and brands to build loyal communities while driving user retention.

Future Outlook
WhatsApp Channels have already demonstrated their value as a strategic tool for media campaigns. From Bollywood promotions to ICC World Cup updates, the platform has shown versatility in catering to different industries. However, its long-term success will depend on its ability to evolve into a platform that supports both discoverability and monetization.

As Meta explores ways to enhance the feature, the digital marketing community remains optimistic. “While the inclusion of Channels in media strategies is still in its infancy, it’s clear that they are poised to play a pivotal role in the future of digital marketing,” says Solanki.

With the right innovations, WhatsApp Channels could become a cornerstone of brand and creator engagement, offering a unique space for direct, impactful communication with audiences.

Author: Sonali kamble