Vendor reportSprout Social, 2026

UK users are far more active with brands on WhatsApp than US users

Channel validation

Share of users interacting with brands on WhatsApp at least once per week, by country

Share of users interacting with brands on WhatsApp at least once per week, by country
Country	Share of users (%)
Australia	60%
UK	85%
US	36%

Reader Note:: Based on Sprout's consumer survey of 2,305 respondents in the US, UK and Australia who have at least one social media account and follow at least five brands, fielded October 6 to 16, 2025. This figure shows the share of users interacting with brands on WhatsApp at least once per week: UK 85%, Australia 60%, US 36%. The report does not state country-specific base sizes or the base of WhatsApp users for this chart.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

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Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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UK users are far more active with brands on WhatsApp than US users

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