In December 2013, social and mobile agency KRDS designed a ranking of the world’s top 10 instant messaging apps. WeChat was then the world’s leading instant messaging app in the world, followed closely by WhatsApp. In almost a year and a half, the trend has reversed and WhatsApp has overpassed the Chinese app.
So what is the state of affairs regarding these two leading instant messaging apps, along with an analysis of their strategies? How many active users do WeChat and WhatsApp count? Who are the apps’ users and what are their behaviours? What marketing efforts have been undertaken by both apps so far?