established
Messaging Service Dominance
Meta-owned messaging services, particularly WhatsApp, continue to dominate the market, with increasing daily usage and the emergence of new features like broadcast channels.
Timeframe
immediate
Subcategories
Impact areas
Detailed Analysis
WhatsApp remains the most popular messaging service in the UK, with growing daily usage among adults. "Ipsos iris data showed that WhatsApp continued to be the highest-reaching messaging service, reaching 87% of UK online adults in May 2024." Facebook Messenger and Instagram direct messages also maintain high reach, solidifying Meta's dominance in this sector. The emergence of broadcast channels on Meta's messaging platforms is a notable development, offering new opportunities for one-way communication and information dissemination.
Context Signals
Disappearing messages and other ephemeral messaging features are gaining popularity, particularly among younger users of Snapchat.
Broadcast channels on WhatsApp, Instagram, and Facebook Messenger are attracting users interested in following specific topics, such as football.
Edge
Broadcast channels could become a powerful tool for brands and organizations to reach their target audiences directly.
The increasing use of ephemeral messaging raises privacy concerns and may require further investigation.
The integration of new features and functionalities into messaging services could further blur the lines between communication and social media platforms.
