WhatsApp Channels offer engagement opportunity but constraints remain

By Simran Cashyap Vice President of Product Echobox London, United Kingdom Connect As news publishers grapple with volatile referral traffic from traditional social media platforms, WhatsApp Channels have emerged as a promising avenue to engage audiences directly.Launched globally in September 2023, WhatsApp Channels enable publishers to share updates, links, and multi-media content with subscribers without the noise of algorithmic feeds.For those places where WhatsApp is integrated into the daily fabric, the app provides an opportunity for news media companies.The uptake for Echobox's recent WhatsApp integration is testament to the enthusiasm that much of the industry feels toward the platform. But it also speaks to the constraints on growth imposed by a difficult and often manual workflow.So, what are the pros and cons of the platform, and how have publishers found success?The shift toward direct engagementThe Reuters Institute's 2024 Digital News Report highlights a significant trend: Publishers are increasingly focusing on platforms like WhatsApp to build direct relationships with their audiences. This shift is driven by the need to reduce dependence on platforms like Facebook and X (formerly Twitter), which have seen a sharp decline in news referral traffic since 2023.WhatsApp's vast global user base - more than 2 billion users - provides an opportunity for publishers to reach audiences in regions where the app is deeply integrated into daily communication, making it an ideal platform for news dissemination.Strategies for success on WhatsApp ChannelsPublishers are adopting various strategies for maximising engagement on WhatsApp Channels.One of the standout success stories comes from Reach PLC, a publisher with more than 130 brands across the United Kingdom and Ireland. Having previously leveraged WhatsApp Communities, Reach has now heavily invested in Channels.The company's engagement director, Dan Russell, noted the "incredibly liberating and rewarding" experience of sending content directly to more than 2 million people without algorithm interference. This direct pipeline has led to impressive readership figures, with some users engaging with up to 14 pageviews per session.Other strategies that publishers have pursued include:Niche content focus: Channels with a specific focus tend to garner higher engagement. The Daily Mail's "Kardashians News" channel, for example, has 2.7 million followers, surpassing its general news channel.Multi-media integration: Incorporating videos, images, and polls can enhance user interaction. Noticias Telemundo utilises short videos and polls to engage its 820,000 followers, resulting in WhatsApp becoming a significant traffic source, even surpassing X.Newsletter-style updates: Some publishers, like Axios, use WhatsApp Channels to deliver curated daily news updates, effectively creating a WhatsApp-exclusive newsletter.Challenges and considerationsWhile WhatsApp Channels offer numerous benefits, publishers must navigate certain challenges:Limited discoverability: Channels are located under the "updates" tab, and users must opt-in to receive notifications, which can limit organic reach.Monetisation constraints: Currently, WhatsApp does not offer direct monetisation options for publishers (although WhatsApp does offer YouTube integrations).Resource allocation: Managing a WhatsApp Channel requires dedicated resources to curate content and engage with the audience effectively. Some publishers have found the manual workload to be significant.Looking aheadWhatsApp Channels represent a valuable tool for publishers aiming to establish direct connections with their audiences. By delivering tailored content and fostering engagement in a private messaging environment, publishers can build loyalty and potentially drive traffic to their own platforms.As the digital landscape continues to evolve, embracing platforms like WhatsApp may be key to sustaining and growing readership in the years to come. 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About Simran Cashyap Simran Cashyap is vice president of product at Echobox in London, United Kingdom. Simran can be reached at simran@echobox.com or @scashyap. Related Articles Reuters Institute research details the new rules of the news ec... 2 July 2025 Paula Felps Newsrooms must understand user needs of their audience 3 June 2025 Amalie Nash Case studies in Instagram and live blogging success 6 May 2025 Amalie Nash Baseline audience reports contextualise current environment, pr... 1 May 2025 Stefan ten Teij... Personal stories, socially driven content attract Gen Z readers... 27 April 2025 Mariia Bohdanov... Interaction rate, engagement velocity are among key social enga... 27 April 2025 Chris Miles Conversational tone, audience interactions underscore ABC's liv... 20 April 2025 Alexandra Lehne... Expressen leverages TikTok strategy to grow younger audience, e... 24 February 2025 Brie Logsdon Please enable JavaScript to view the comments powered by Disqus.