Meta, the parent company of Facebook, reported a massive growth in its revenue from click-to-message ads in India, doubling year-over-year.

What Happened: CEO Mark Zuckerberg highlighted the potential of business messaging for Meta during a call with analysts on October 26. He emphasised that more than 60% of WhatsApp users in India engage with business app accounts every week.

However, Zuckerberg did not disclose specific revenue figures from these ads or details about user engagement with business accounts in the country.

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India stands as WhatsApp’s largest market, with over 50 crore users. In February, Zuckerberg announced that click-to-message ads had achieved a $10 billion (₹83,230 crore) revenue run-rate globally.

Zuckerberg said he believes that business messaging will become a significant pillar of Meta’s business. The company sees more than 600 million conversations between people and businesses taking place daily on their platforms.

Why It Matters: Over the past year, Meta has been actively working to monetise WhatsApp by expanding its business offerings, with India playing a crucial role in this growth strategy.

Last month, Zuckerberg attended a virtual call to unveil several product features focused on business messaging, such as in-chat payments and the ability for businesses to create custom experiences through WhatsApp Flows during a global conversations event held in Mumbai.

“India is leading the world in terms of how people and businesses embrace messaging,” Zuckerberg said at the time.

Business messaging has become a strategic priority for Meta as it seeks to diversify revenue sources beyond traditional digital advertising, which faced challenges in 2022 due to the economic downturn and Apple’s iOS privacy policy changes.

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