Research: The most popular messaging apps by country

As an international communication company working with all of the major messaging vendors globally, we have access to a range of usage and channel penetration data not publicly available. By cross referencing this with published data from analysts and proprietary data from our own platform, we have compiled what we firmly believe is the most accurate analysis of messaging app usage rates across the world.

Our aim to is to help global businesses to identify the best messaging channels for every region and every use case – to help build effective and trusted relationships with their customers.

In the context of our research, a messaging app is a software application on a mobile phone that enables users to send and receive messages, including text, audio, video, and other media, over the internet.

Unlike SMS, which relies on cellular networks, messaging apps operate using Wi-Fi or mobile data to support features like group chats, multimedia sharing, location sharing, emojis, stickers, and even voice and video calls.

If we assume that all mobile phones can receive conventional text messages (SMS) then the penetration rate for SMS would be 100% in all countries.

In most cases users need to download a messaging app to use it – this includes WhatsApp, Messenger, Instagram, Telegram, Signal, Line and Viber.

RCS (Rich Communication Services) and Apple Messages (iMessage) are slightly different as no download is required.

In the case of iMessage – where both people are using an iPhone then the message will be transmitted via the internet. If an iMessage recipient isn’t using an Apple device or is offline, the message will automatically be sent as a traditional SMS or MMS message.

For RCS, both the sender and receiver need to have RCS enabled on their devices and their phone carrier has to support the messaging protocol.

The best messaging app for business by country

There is a great deal of diversity in the communication channels that brands use to interact with customers and prospects in countries across the world. SMS and email are commonly used across all regions, but the story is more complex for digital channels. This is because apps that are hugely popular in one country may have only a handful of users in another region or may even be blocked completely (for example WhatsApp is not available in China or Syria).

We see this trend clearly in the data from our own platform where we send upwards of 530 billion messages on behalf of businesses across the globe – covering all available digital and traditional channels.

The trend that we have been tracking for a number of years is brands adopting multiple channels to interact with their customers. Savvy businesses will lean on the expertise of their local staff and their communication platform provider to ensure they are using the channels with the highest penetration in the region. This ensures the highest delivery rates and engagement for key messages.

Across all industries, the most used combination of channels is SMS + the most popular chat app in the region. In our country analysis below, we have provided a snapshot of the messaging apps that are most popular for B2C communication.

We have also talked to Infobip colleagues from all over the world to get their take on how they use messaging apps and what their preferences are for interacting with brands.

What makes messaging apps grow?

Messaging apps usually start in a single country and then grow organically by providing new features that people like and want to share with friends and family. As the user base grows the channel becomes more attractive to businesses as they can capitalize on the increasing trend for users to prefer to use messaging for interacting with brands.

You will also find that with the global migration of the workforce people will take their favorite messaging app with them when they move to a new country – initially to keep in touch with people at home but also with new people they meet in the host country. This is why countries with a very diverse workforce like the United States, Western Europe and middle eastern states will see a large number of different apps being used.

The most popular messaging apps in the United States

Even though WhatsApp was founded in the US and Meta is based there, WhatsApp doesn’t dominate the market like it does in other countries. This is due to the prevalence of unlimited SMS plans and the popularity of iPhones and their inbuilt iMessage capability. Americans are therefore used to using SMS for both personal and business communication, which is often included in their mobile phone plans.

Meta have been working hard to promote WhatsApp as an alternate to SMS in the US – with prime-time TV ads featuring the cast of the hit TV show Modern Family. There have been signs that this has been starting to have an effect on uptake – last year Mark Zuckerberg proudly announced that the app had hit the milestone of 100 million active users.

However, time will tell if the sharp growth of RCS as a business messaging channel will put the brakes on WhatsApp’s popularity.

United States messaging app penetration rates

1. RCS – 80%
2. Instagram – 55%
3. Apple Messages – 50%
4. Messenger – 45%
5. WhatsApp – 30%

Messaging app combinations for business usage

RCS volumes have grown exponentially in North America over the past two years with a 14x increase in 2024 alone. With no dominant OTT messaging app in North America, the channel has the potential to be transformational in the market.

Over the past two years the top omni-channel combinations on our platform in the United States have been SMS & WhatsApp and SMS & Email. However, SMS & RCS and Email & RCS are both trending upwards sharply, as is SMS & Apple Messages – so we expect a shakeup of the top combinations by the end of 2025.

The most popular messaging apps in Brazil

Brazil is one of the markets where WhatsApp dominates with an 85% penetration rate. With widespread carrier support for RCS, it is also right up there with 70% of mobile phones in the country being able to receive messages.

As an important market for Meta, Brazil is one of the countries where WhatsApp Payments has been trialed. This feature enables users of the app to make purchases without leaving the app – no linking to a third-party payment portal like PayPal or Revolut – it all happens in WhatsApp.

Brazil messaging app penetration rates

1. WhatsApp – 85%
2. RCS – 70%
3. Instagram – 65%
4. Messenger – 45%
5. Telegram – 35%

Messaging app combinations for business usage

Even though WhatsApp dominates in terms of penetration in Brazil, similar to the United States there have been high levels of carrier support for RCS. This has resulted in a sharp increase in the use of RCS as a business messaging channel, particularly after September 2024 when Apple started supporting it with the release of iOS 18.

Mirroring the trend in the United States, the top omni-channel combinations on our platform in Brazil are also shifting – SMS & WhatsApp is still top but SMS & RCS is growing quickly and is likely to surpass SMS & Email in 2025.

The most popular messaging apps in India

India is another country where WhatsApp is the number one channel by some margin. Again, it is one of the regions where Meta prefers to trial new features like WhatsApp Payments and WhatsApp Business Calls.

With a population of nearly 1.5 billion, India will continue to have a huge impact on the user bases of both new and established messaging apps. An increase in users of just 5% for an app – translates to millions of new users.

India messaging app penetration rates

1. WhatsApp – 70%
2. RCS – 45%
3. Instagram – 40%
4. Messenger – 30%
5. Telegram – 20%

Messaging app combinations for business usage

Companies in India have shown a significant appetite for adopting AI. They are increasingly rolling out chatbots on WhatsApp offering real-time support, appointment booking, and many other use cases.

As mobile-first interactions dominate in India. the primary channel combinations are SMS & WhatsApp and SMS & RCS.

The most popular messaging apps in the United Kingdom

The UK is another country with a very diverse range of messaging apps in use. This is a reflection of the country’s multicultural society and its traditional role as a bridge between the Americas and Europe.

WhatsApp (65%) is widely used, as is Messenger (45%). A growing number of phones can now receive RCS, and we expect this figure to rise sharply as the trend for carrier adoption follows the North American market

United Kingdom messaging app penetration rates

1. WhatsApp – 65%
2. RCS – 60%
3. Instagram – 50%
4. Messenger 45%
5. Apple Messages – 35%

Messaging app combinations for business usage

The UK was a market where the trend for omnichannel B2C communication got early traction. Brands in the eCommerce and Retail sectors in particular were quick to embrace messaging apps like WhatsApp for use cases like promotions and delivery notifications.

SMS & Email and SMS & WhatsApp are the most common combinations that businesses use, but SMS & RCS is also growing quickly. We are also seeing other combinations being used for niche use cases as brands recognize the benefits of giving customers the option of interacting on their favorite app.

The most popular messaging apps in the Philippines

The Philippines is one of the strongest markets for Viber with a 71% penetration rate. With a young, diverse, and mobile-savvy population, Messenger (60%), WhatsApp (40%) and Instagram (25%) are also widely used.

Philippines messaging app penetration rates

1. Viber – 71%
2. Messenger – 60%
3. WhatsApp – 40%
4. Instagram – 25%
5. Telegram – 20%

Messaging app combinations for business usage

With such a diversity of messaging channels enjoying high penetration rates, we see an interesting trend in the Philippines. Rather than going all in on a particular channel, we see business favoring particular channels for specific use cases.

Messenger is becoming the go-to channel for promotional and support use cases, while for more formal business communication it is Viber that is most widely used. Its rich media features and chatbot capabilities make it well suited to finance, retail, and hospitality sectors. Our customer Metrobank is an excellent example of a financial institution using the features and widespread adoption of Viber effectively.

Meanwhile, WhatsApp is used more selectively, often for personalized outreach and catalog sharing. These usage patterns reflect a shift toward mobile-first, conversational commerce in the Filipino market.

The most popular messaging apps in South Korea

KakaoTalk made its debut in 2010, quickly becoming South Korea’s go-to messaging app. Much like LINE in Japan or WeChat in China, KakaoTalk is deeply woven into daily life. People use it not only to chat, but also to order food, hail taxis, and make payments. For businesses aiming to connect with Korean consumers, KakaoTalk is an essential channel.

With 53.5 million users globally and a significant 95% adoption rate among Koreans, KakaoTalk handles over one billion messages every single day.

KakaoTalk supports a wide range of business applications—from marketing and pre-sales consultations to customer support and transactional alerts. However, companies must have a registered legal entity in South Korea to leverage KakaoTalk for business purposes.

South Korea messaging app penetration rates

1. Kakao – 95%
2. Instagram – 45%
3. WhatsApp – 20%
4. Apple Messages – 20%
5. Telegram – 15%

Messaging app combinations for business usage

It goes without saying that Kakao is the dominant messaging app in South Korea for business communications and is used for customer service, marketing, internal team messaging, and multimedia communication. Features such as official business accounts, chatbots for automated responses, and integration with services like KakaoPay and KakaoMap make it invaluable for business communications.

The formality of South Korean business culture is well suited to the unlimited text multimedia capability of email, so the main omnichannel combination that we see is Kakao & Email with SMS used as a backup channel for notifications and other time sensitive messages.

Scheduled video calls that enable face to face communication are common for meetings and presentations and are often used for introductions before switching to more informal messaging channels.

The most popular messaging apps in China

The dominant messaging app in China is WeChat with over 1.3 billion active users. Well on its way to achieving ‘super app’ status, it offers a comprehensive digital ecosystem covering social media, mobile payments, and services like ordering food and booking appointments.

QQ is also widely used, particularly among younger users, and remains popular as a desktop messaging tool for workplaces.

Other apps used in China include DingTalk, primarily for workplace collaboration, and even international apps like Telegram for users that have access to a VPN.