WhatsApp in-app content
This is the WhatsApp In-App ecosystem, a collection of content streams built to show the world who we are and equip our users with the tools they need to get the most out of WhatsApp — all from within the app. It’s everything our brand is about — privacy, usefulness, and closer connection.
brand voice
First things first, what does our in-app content sound like? We wanted our branded In-App presence to embody the WhatsApp brand persona and explore its spectrum of tones – from direct and educational to fun and expressive – depending on what the moment calls for. After lots of exploration, we landed on Your Protective Big Sister. Our goal is to sustain brand loyalty by approaching tone and language from an insider news POV.
Brand Voice + Persona: Your Protective Big Sister
She is unapologetically real. She speaks in a way that feels fiercely supportive and inspires you to turn to her for advice. A voice that you want in your corner.
Wise, warm and worldly. With experience behind her and your best interests at heart, she knows how to guide you in the right direction.
She’s always there with an arm round the shoulder and an encouraging word. Usually followed by an honest, witty comment.
✅ unapologetically real
✅ fiercely supportive
✅ wise, warm, and worldly
Whatsapp Channels
WhatsApp Channels provide WhatsApp superfans with an exclusive, culturally relevant space to stay up to date with the brands, groups, and people they care about — like Bad Bunny, Netflix, and so many more.
We’ve built our own WhatsApp Channel for the WhatsApp brand from the ground up — where we post product news, exclusive drops, and original WhatsApp content series for our 243+ million channel following that continues to grow every day. Each post garners as many views as a Super Bowl ad. Here’s a few of the content series we’ve created.
The feature featURING
In this original how-to content series, culturally relevant creators walk WhatsApp-ers through step-by-step guides for their favorite features.
WhatsApp WisdoM
An exclusive docuseries celebrating stories of wisdom passed onto the next generation from miles away.
channel crush
This is Channel Crush — a new WhatsApp Channel series where we highlight channels on WhatsApp that are crushing it.
BRAND WhatsApp
AGENCY Creative X @ Meta
CREATIVE DIRECTORS Naz Nazli, Jose Luis Martinez
CREATIVES Ethan Fialk, Jansen Yoder, Kate Ursu, Lynn Nakamara, Neha Embar, Melvin DeBerry
IN PARTNERSHIP WITH:
PRODUCTION Even/Odd, Brand New School, Hueso