Meta’s latest quarterly earnings underscore a clear trend — messaging is fast becoming the company’s next major growth engine. In the third quarter of 2025, revenue from the Family of Apps’ “other” category soared 59% year-on-year to $690 million, led by WhatsApp’s paid messaging and Meta Verified subscriptions.
The sharp uptick in click-to-WhatsApp ad revenue — up 60% YoY — highlights how Meta’s long-term investment in conversational commerce and business messaging tools is translating into meaningful topline momentum.
Chief Executive Officer Mark Zuckerberg emphasized the growing role of business interactions on Meta’s messaging platforms, noting that users now generate over a billion active threads daily with business accounts. “From product queries to customer service, these chats are driving real commercial outcomes. Our Business AIs will enable tens of millions of companies to scale these interactions and improve their sales at minimal cost,” he said.
Chief Financial Officer Susan Li added that Meta’s Business AI initiatives are helping merchants automate lead generation and sales conversions. “We’re seeing robust growth across our business messaging portfolio, including click-to-WhatsApp ads,” Li said. She noted that Meta has expanded access to its AI tools in Mexico and the Philippines, where “millions of conversations between people and Business AIs” have taken place since July. The company is now broadening availability to all eligible businesses in those markets and has begun testing the ability for U.S. merchants to embed Business AIs on their websites, supporting the full journey from ad to purchase.
Looking ahead, Meta is preparing to further monetize its messaging platforms through ads in WhatsApp Status, which are expected to roll out globally next year. “Longer-term, we see significant ad inventory opportunities across both Threads and WhatsApp Status,” Li said.
With WhatsApp now anchoring Meta’s next phase of revenue expansion, the company’s push to turn chats into commerce appears to be gaining strong traction — cementing messaging as the next big frontier in Meta’s business model.
