Meta’s Family of Apps “other revenue” line, which the company’s FY2025 results press release attributes mostly to WhatsApp paid messaging, reached $2,584 million for the full year 2025. That single figure marks the point where WhatsApp Business became a measurable revenue engine inside Meta. That growth is driven mostly by WhatsApp paid messaging, according to Meta. The figures below come from Meta’s quarterly earnings calls, CFO Susan Li’s prepared remarks, and the company’s FY2025 results press release, covering WhatsApp Business adoption, messaging revenue, click-to-WhatsApp ad growth, and the business-AI layer.
Key Takeaways
- Meta’s Family of Apps other revenue climbed every quarter of 2025, from $510 million in Q1 to $801 million in the fourth quarter, driven mostly by WhatsApp paid messaging.
- WhatsApp paid messaging crossed a $2 billion annual run rate in Q4 of 2025, the first time Meta has quantified the messaging business at that scale.
- People have more than 1 billion active threads with business accounts every day across Meta’s messaging platforms.
- Click-to-WhatsApp ads grew revenue 60% year-over-year in Q3 of 2025, a separate engine from the messaging fees themselves.
- Full-year Family of Apps other revenue reached $2,584 million in 2025, up from the quarterly run rate Meta reported earlier in the year.
- WhatsApp now has more than 3 billion people using it every month, the base layer beneath the business product.
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- Family of Apps other revenue hit $801 million in Q4 2025, Meta’s strongest single quarter for the line.
- Paid messaging within WhatsApp crossed a $2 billion annual run rate in the fourth quarter of 2025.
- Click-to-WhatsApp ad revenue grew 60% year-over-year in the third quarter of 2025.
- US click-to-message ads revenue rose more than 50% year over year in Q4 2025.
- Business AIs handled over 1 million weekly conversations in Mexico and the Philippines by Q4 2025.
- The free WhatsApp Business app had more than 200 million monthly active users as of June 2023, the most recent figure Meta has published for the app.
WhatsApp Business Messaging Revenue Inside Meta’s Family of Apps
WhatsApp Business revenue does not appear as its own line in Meta’s accounts. It sits inside the Family of Apps “other revenue” category, which, according to Meta, is driven mostly by business messaging revenue growth from the WhatsApp Business platform, as well as Meta Verified subscriptions, per CFO Susan Li on the Q1 2025 earnings call. Reading the quarterly trajectory of that line, reported across Meta’s earnings calls, is the clearest public window into how fast the business is scaling.
- Q1 2025 Family of Apps other revenue: $510 million, up 34% year-over-year.
- Q2 2025 Family of Apps other revenue: $583 million, up 50% year-over-year.
- Q3 2025 Family of Apps other revenue: $690 million, up 59% year-over-year.
- Q4 2025 Family of Apps other revenue: $801 million, the highest quarter of the year.
- Full-year 2025 Family of Apps other revenue: $2,584 million.
- The growth rate accelerated across the year, from 34% in Q1 to 59% in Q3.
Across our 50+ platform statistics pages, mature platforms tend to slow on growth and accelerate on monetization, and WhatsApp Business fits that pattern. For the consumer side of the same app, the WhatsApp messaging statistics show the scale that this revenue rides on top of, per Meta’s own user disclosures.
By the numbers: Meta’s Family of Apps other revenue, the category that carries WhatsApp paid messaging, grew from $510 million in Q1 of 2025 to $801 million in the fourth quarter. Full-year other revenue reached $2,584 million, with growth accelerating from 34% to 59% across the first three quarters.
Click-to-WhatsApp Ads Growth
- US click-to-message revenue grew more than 40% year over year in Q2 of 2025, helped by website-to-message ad adoption.
- Click-to-WhatsApp ads grew revenue 60% year-over-year in Q3 of 2025.
- US click-to-message ads revenue growth accelerated to more than 50% year over year in Q4 of 2025.
- The Q4 acceleration was driven by strong adoption of website-to-message ad formats.
Click-to-message ads convert Meta’s ad surface into the top of a WhatsApp conversation that then becomes a paid messaging relationship. Meta described business messaging as one of its five basic business opportunities alongside improved advertising, more engaging experiences, Meta AI, and AI devices.
Recent Developments
- In May 2026, Meta began testing professional plans for creators and businesses under the “Meta One” brand in markets including Saudi Arabia, Morocco, Thailand, and Bangladesh.
- Also in May 2026, Meta rolled out WhatsApp Plus globally at $2.99 per month, its first consumer subscription tier on the app.
- WhatsApp paid messaging crossed a $2 billion annual run rate in Q4 of 2025, the clearest scale marker Meta has disclosed.
- Business AIs reached over 1 million weekly conversations in Mexico and the Philippines by the fourth quarter of 2025.
- Meta said it expects to complete the rollout of ads and status on WhatsApp throughout the year, keeping ad levels low in the near term.
- In Q3 2025, Meta expanded WhatsApp and Messenger business availability to all eligible businesses in Mexico and the Philippines.
- Full-year 2025 Family of Apps other revenue closed at $2,584 million, confirming the quarterly acceleration.
WhatsApp Business Scale and Engagement
The scale of daily business interaction, sitting on one of the world’s largest messaging audiences, is the leading indicator analysts watch.
- People have more than 1 billion active threads with business accounts every day across Meta’s messaging platforms.
- Those threads range from product questions to customer support, across WhatsApp and Messenger.
- The free WhatsApp Business app reached more than 200 million monthly active users as of June 2023.
- That 2023 figure was a 4x jump from the 50 million the app reported in 2020.
- WhatsApp overall has more than 3 billion people using it every month.
| Metric | Figure | Period |
|---|---|---|
| Daily active business-account threads | 1 billion+ | Q3 2025 |
| WhatsApp Business app MAU | 200 million+ | June 2023 |
| WhatsApp Business app MAU (prior) | 50 million | 2020 |
| WhatsApp total MAU | 3 billion+ | Q1 2025 |
Source: Meta Q3 2025 earnings call, Meta Q1 2025 earnings call, Meta June 2023 announcement
The 200 million app figure is more than 12 months old, so newer growth shows up in the platform and revenue lines. The contrast between consumer scale and business scale is also visible across Meta’s broader platform statistics, where messaging monetization is one of several growth pillars.
Why it matters: With more than 1 billion daily threads running through business accounts, WhatsApp Business reaches a conversation volume that few customer-service or marketing channels can match. That base is what the $2 billion paid-messaging run rate is being built on, and it explains why Meta treats messaging as a core revenue pillar rather than a feature.
Paid Messaging Run Rate and Monetization
Paid messaging turns WhatsApp Business conversations into revenue: businesses pay Meta to send certain message categories and to use the WhatsApp Business Platform (the API). Meta quantified the scale of that revenue for the first time at the close of the year.
- Paid messaging within WhatsApp crossed a $2 billion annual run rate in Q4 of 2025.
- The Family of Apps other revenue line it flows into reached $801 million in Q4 2025 alone.
- Across the full year, that line totaled $2,584 million.
- Meta attributes the growth to WhatsApp paid messaging revenue growth as well as Meta Verified subscriptions.
| Metric | Figure | Period |
|---|---|---|
| WhatsApp paid messaging annual run rate | $2 billion | Q4 2025 |
| FoA other revenue (quarter) | $801 million | Q4 2025 |
| FoA other revenue (full year) | $2,584 million | FY 2025 |
Source: Meta Q4 2025 earnings call, Meta FY2025 results press release
The gap between the $2 billion paid-messaging run rate and the $2,584 million annual other-revenue figure reflects that the other-revenue line also carries Meta Verified subscriptions and other items, while paid messaging is reported as its own run-rate metric. The two figures describe overlapping but not identical scopes, which is why Meta reports them separately.
Business AI on WhatsApp
- Business AIs handled over 1 million weekly conversations between people and business AIs by Q4 2025.
- The test markets were Mexico and the Philippines.
- Meta said the AIs are designed to help people get things done right within WhatsApp, beyond answering questions.
- Meta described its goal as building a turnkey AI that helps businesses generate leads and drive sales.
The takeaway: Business AI converts the more than 1 billion daily business threads into a layer Meta can monetize at scale. With over 1 million weekly business-AI conversations already running in two test markets, the model is moving from pilot to expansion, and it targets the same merchants who already pay for messaging.
These are early-stage test-market numbers. The business-AI story matters less for what it earns today and more for how Meta intends to scale messaging revenue without scaling support headcount in step. The same shift toward autonomous agents handling customer interactions shows up in the broader AI agent adoption statistics, where commerce and support are the leading use cases.
WhatsApp Business vs the Consumer App
- WhatsApp total monthly users: more than 3 billion.
- WhatsApp Business app MAU: more than 200 million as of June 2023.
- Daily business-account threads: more than 1 billion.
- Meta total revenue for full-year 2025: $200.97 billion, up 22% year-over-year.
- Family daily active people across Meta apps: 3.58 billion on average for December 2025, up 7%.
| Layer | Metric | Figure |
|---|---|---|
| Consumer app | WhatsApp total MAU | 3 billion+ |
| Free business app | WhatsApp Business MAU (2023) | 200 million+ |
| Engagement | Daily business threads | 1 billion+ |
| Paid platform | Paid messaging run rate | $2 billion |
Source: Meta Q1 2025 and Q4 2025 earnings calls, Meta FY2025 results press release
Against Meta’s $200.97 billion full-year 2025 revenue, the WhatsApp Business other-revenue line is still small, but the growth rate is what draws attention. A line growing at those rates off a multi-billion-dollar base compounds quickly, which is why Meta now names business messaging as a core pillar. The same monetization push shows up in Meta’s headcount and workforce data, where business-messaging and AI teams have expanded alongside the revenue line.
How many businesses use WhatsApp?
Meta’s most recent published figure for the standalone WhatsApp Business app is more than 200 million monthly active users, reported in June 2023. Beyond the app itself, larger companies use the WhatsApp Business Platform (the API), and Meta now reports that people hold more than 1 billion active threads with business accounts every day across its messaging platforms.
Is WhatsApp Business free?
The WhatsApp Business app is free to download and use, and it is the product that reached more than 200 million monthly active users by June 2023. Meta charges for the WhatsApp Business Platform (API) through paid messaging, which is the revenue stream that crossed a $2 billion annual run rate in Q4 of 2025. In short, the small-business app is free, while platform-level messaging at scale is paid.
Conclusion
WhatsApp Business reached real scale this year, and the numbers bookend the shift. Meta’s Family of Apps other revenue climbed from $510 million in the first quarter to $801 million in the fourth, closing the year at $2,584 million, while paid messaging crossed a $2 billion annual run rate. The growth sits on a base of more than 1 billion daily business-account threads and a consumer app with more than 3 billion monthly users, while click-to-WhatsApp ads grew 60% year-over-year to feed new conversations into the funnel.
For businesses, the data points to a channel Meta is investing in heavily, with business AI expanding from test markets and ad-to-message formats scaling across regions. If the current trajectory holds, the other-revenue line that carries WhatsApp messaging looks set to keep compounding faster than Meta’s overall 22% revenue growth, making business messaging one of the clearest growth stories inside the company this year.
