Hampshire, UK – 12th March 2025: A new study from Juniper Research, the foremost experts in messaging markets, predicts that global revenue from over the top (OTT) business messaging will increase from $3.6 billion in 2025 to $9.8 billion in 2029.
This sizeable growth of 265% will be driven by WhatsApp’s transition to a per message pricing model.
WhatsApp is the largest OTT messaging application in the world, with more than 2 billion users globally, and exhibits even greater dominance in the OTT business messaging market. Therefore, the changes to WhatsApp’s pricing model will have an outsized impact on how vendors monetise OTT business messaging.
An extract from the new report, Global OTT Business Messaging Market 2024-2029, is now available as a free download.
WhatsApp’s New Model to Boost OTT Business Messaging Adoption
The report revealed that enterprises found WhatsApp’s ‘conversational pricing’ model to be unnecessarily complex. The conversational pricing model charged enterprises for a 24-hour chat window, rather than by messages sent. This confused many enterprises considering adopting WhatsApp as a business messaging channel.
WhatsApp’s return to a per message model, which enterprises are familiar with, will enable WhatsApp to further grow its market share in the business messaging market over the next four years, with enterprise users able to better gauge their return on investment. Therefore, WhatsApp’s change in pricing is expected to significantly boost adoption of WhatsApp business messaging.
Research author Alex Webb remarked: “To capitalise on this growth, communications platforms must focus on providing management services for key features such as product catalogues and click-to-chat ads. These services will ensure that enterprises have a single management platform for all their WhatsApp use cases; simplifying the addition of features such as click-to-chat ads into their messaging strategies.”
About the Research
The new research suite offers the most comprehensive assessment of the OTT business messaging market to date, including insightful market analysis, a Competitor Leaderboard, and in-depth forecasts across 60 countries. The dataset contains more than 17,000 market statistics over a five-year period.
Juniper Research has, for two decades, provided market intelligence and advisory services to the global telecommunications sector, and is retained by many of the world’s leading network operators and communications platforms.
T: +44(0)1256 830002
E: sam.smith@juniperresearch.com
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E: sam.smith@juniperresearch.com
