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What Brands Need to Know About WhatsApp

The WhatsApp features European Gen Z use most are the ones that help them stay connected, share content, and engage with brand communities…

Written and Edited by the YPulse Editorial Team

Apr 22 2026
Western Europe

KEY TAKEAWAYS

WhatsApp is an important brand tool in Europe, as Gen Z’s daily use outpaces traditional social media platforms
European Gen Z is attached to WhatsApp Status and Groups that make the platform feel more like social platform than just messaging
They’re also using Channels to get them close with their favorite brands and celebs in a pseudo-group chat

Yes, European Gen Z is inseparable from traditional social media platforms. But there’s nothing quite like WhatsApp in their eyes. YPulse’s Western Europe Social Media Monitor report shows their WhatsApp use is beating out YouTube, Snapchat, and even TikTok, with 73% of 13-24-year-old Europeans using the app and 57% visiting every day. And they’re using it for so much more than texting. WhatsApp blends private messaging with social features, making it feel like a hybrid between a chat app and a social network. It’s where they can keep up with communities, follow updates, and share moments that feel less performative...