Channels change the publishing game on WhatsApp

When I started thinking about WhatsApp strategy for publishers years ago, communication on the platform was largely limited to groups of 256 participants. A handful of services allowed users to send messages to larger groups, but they operated in gray areas of the platform’s T&Cs — until they didn’t.

WhatsApp Channels, which can be used to send text, photos, videos, and stickers one way to audiences, are changing the landscape. Dozens of publishers have launched Channels since they debuted in September. In 2024, many more will follow as WhatsApp becomes a viable source of traffic and revenue for publishers.

WhatsApp Channels are good for publishers — and for readers. Unlike other platforms, there isn’t an algorithm standing between publishers and readers on WhatsApp. Readers see a channel’s latest post in their updates and can tap for a chronological history of posts.

Even in places like the U.S., where unlimited mobile data plans largely negate the need for free WhatsApp messaging, the platform presents an opportunity for the news industry to build, engage with and monetize audiences.

WhatsApp has nearly 3 billion users. With almost 70 million of those users, the U.S. is one of WhatsApp’s top five markets. That’s enough to drive meaningful traffic, generate additional affiliate revenue, and drive subscription growth.

For international publishers courting global audiences or audiences in India and Brazil — WhatsApp’s top two markets — or places like Argentina, where more than 90% of people use WhatsApp, the opportunity is even greater.

The Pew Research Center in 2021 estimated nearly 23% of Americans were using WhatsApp. Some groups, like diaspora communities and communities of color, are more likely to use WhatsApp. Pew found Hispanic Americans and Black Americans were more likely to report using the platform, for example.

With a presidential election coming in 2024, an increasing number of readers in the U.S. may embrace the platform’s privacy around their reading habits.

The design of WhatsApp Channels is particularly good for covering fast-moving or breaking news stories. It’s also good for corrections. Publishers can edit updates they’ve sent for up to 30 days, giving them the option to make corrections as stories are being shared.

Channel updates disappear after 30 days. The ephemeral nature of updates makes channels an ideal distribution channel for pop-up or event-based news products, like those covering elections, back-to-school, or natural disasters.

And because audiences can leave emoji reactions but not comments, there’s no need for publishers to worry about resource-intensive comment moderation.

Publishers don’t get a lot of audience data from WhatsApp, but UTM codes allow for traffic attribution. Channel subscriber numbers and emoji reactions can provide insight into engagement.

With more data on reach and shares, publishers could be easily persuaded to prioritize the platform more. The Financial Times told Nieman Lab that most of its WhatsApp readers aren’t yet subscribers. It describes the app as a top-of-funnel opportunity for audience growth.

Publishers can be found through a searchable channel directory or location-based discoverability tools. They can keep account admin’s information private and choose to limit their audience. An organization like the FT could choose to make specific channels available only to subscribers, for example.

For readers, WhatsApp offers a level of privacy Facebook doesn’t. Unlike Facebook, reading or following on WhatsApp isn’t an invitation for outside commentary. Messages from channels appear in a separate area from messages, and channel notifications are muted by default. Readers also don’t have to give up their mobile numbers or email addresses to follow publishers. As a reader, I love the idea of being able to check out a publication without signing myself up for future re-engagement campaigns.

For publishers looking for future subscribers, I’m sure this is annoying. But at least it doesn’t require a pivot to video.