WhatsApp became an unstoppable cultural force

On a warm September day in Lagos, the production of a Nollywood comedy film faced delays due to construction noise. Among the crew was Etinosa Idemudia, a film star who turned to WhatsApp not only for personal use but also for promoting her film. With 200,000 followers on the platform, Idemudia's daily posts featuring trailers, clips, and behind-the-scenes footage played a significant role in the film's success.

Launched in September 2023, her WhatsApp channel, Etinosa TV, offered a more intimate and personal connection with fans, setting her apart from the typical celebrity on social media. Unlike other platforms, Idemudia controlled the communication on WhatsApp, communicating through private messages without revealing her phone number and allowing anonymous followers.

The app's popularity extends far beyond Nigeria, serving as a vital communication tool for people worldwide. Used by billions, WhatsApp is not just a messaging app but a digital lifeline, facilitating connections, news consumption, shopping, and even medical appointments. In Nigeria, WhatsApp TV broadcasts entertainment and sports directly to users' phones, often featuring celebrities.

In Saudi Arabia, the platform has facilitated blood donations, with 33% of participants finding blood donors through WhatsApp. Muslim communities in Indonesia rely on WhatsApp for organizing daily prayers and Quran readings. For diaspora communities, WhatsApp provides a private space to discuss sensitive topics and maintain cultural connections.

For Brazil's 56% of its population using the app, WhatsApp is an integral part of daily life, used for everything from personal chats to business transactions and even dog adoption.