WhatsApp’s biggest market is becoming its toughest test

WhatsApp’s Biggest Market Becomes Its Toughest Test

India, WhatsApp’s largest market, is facing a critical moment as the government’s recent directions threaten to disrupt the platform’s functionality for everyday users and businesses. The directions, issued late last month, require messaging apps to remain tied to the SIM card used at sign-up and impose stricter controls on how the apps function across devices.

Rising Cyber Fraud Concerns

The Indian government claims the measures are aimed at curbing rising cyber fraud in the country, which suffered losses exceeding ₹228 billion ($2.5 billion) in 2024 alone. However, digital advocacy groups and industry experts have warned that the approach risks regulatory overreach and could disrupt legitimate use.

Impact on WhatsApp Business

The potential disruption in India comes as WhatsApp has been expanding its multi-device capabilities, allowing users and businesses to stay logged in across phones, browsers, and devices without relying on a single active smartphone. Meanwhile, WhatsApp Business users in India are deeply entrenched, with 67% of users opening the app daily.

Retention-Driven Growth

WhatsApp’s growth in India has shifted from acquiring new users to retaining existing ones. According to Sensor Tower data, WhatsApp’s monthly active users in India are up 6% year-over-year, while downloads have fallen nearly 49%. This trend reflects how merchants in India rely on WhatsApp Business for customer communication.

Technical Feasibility Concerns

Industry body Broadband India Forum (BIF) has raised concerns about the technical feasibility of the measures, stating that they could result in “material inconvenience and service disruption on ordinary users.” Consequently, the BIF has called for a re-examination of the directions.

India’s Biggest Market, Toughest Test

While WhatsApp has been expanding its capabilities, the Indian government’s directions pose a significant challenge to the platform’s functionality in the country. As WhatsApp’s biggest market, India is a crucial testing ground for the platform’s future success.
 

Source: Link