2025 Meta Report: Messaging Platforms That Power Global Cross-Border Growth

At Meta’s recent summit in Shanghai, SaleSmartly attended the launch of a new report that reveals how messaging platforms are shaping the social media landscape across major global markets.

For cross-border eCommerce, brand building, or customer engagement, these insights help you connect with the right users in the right channels. Below is a breakdown of the most popular messaging platforms by region:

This table outlines social media usage across Asia, the Americas, Europe, the Middle East, and Africa.

Southeast Asia shows the greatest variety, with Thailand relying on both Messenger and Instagram.
WhatsApp dominates Europe, the Americas, and most emerging markets.
The U.S. is the only country where WhatsApp, Messenger, and Instagram are all widely used, reflecting its diverse social habits.

In this blog, we will walk through each region’s messaging preferences and share practical strategies for cross-border businesses.

1. Southeast Asia: The Most Diverse Market

As the go-to region for global expansion, choosing the right platform in Southeast Asia means understanding local user habits.

Indonesia: WhatsApp is everywhere, with 90% of internet users relying on it daily. For brands, WhatsApp should be the cornerstone of customer engagement. Use the WhatsApp API for customer service and push localized offers directly.
Vietnam: Messenger holds a 75% market share and is especially popular among younger users who enjoy its Mini program. Cross-border sellers can combine Messenger chatbots for pre-sales inquiries with short-form videos to drive traffic.
Thailand: Both Messenger, often used for workplace communication, and Instagram, used for content discovery, are strong here. The winning approach is to link both. Use Instagram Reels to showcase products and Messenger to handle inquiries and conversions, creating a full “Discover, Engage, Purchase” journey.

Meta is strong enough and has a rich enough product

2. South Asia, the Middle East, and Africa: WhatsApp Rules

These massive markets are highly consolidated, with WhatsApp as the default messaging app in nearly every country.

South Asia: With over 2 billion people, India and Pakistan have WhatsApp penetration above 95 percent. It is even used for official notifications. Cross-border sellers should apply for a Verified Business Account (Blue Tick) to build trust, use Broadcast Lists to send bulk messages, and post limited-time promotions via Status.

Middle East and Africa: WhatsApp is more than chat. It functions as a mobile wallet in the Middle East and as an e-commerce entry point in Nigeria. By integrating local payment gateways, brands can enable a seamless “Chat, Order, Pay” flow inside WhatsApp.

3. U.S. and Europe: Same Platforms, Different Uses

Western users rely on Meta platforms too, but for different purposes.

United States: This is the only market where WhatsApp, Messenger, and Instagram all share the spotlight.
- 💫 WhatsApp: Best for private conversations and well-suited for VIP customer care and private-domain engagement.
- 💌 Messenger: Common in workplace and community groups. Brands can build fan communities and private traffic pools here.
- 🧩 Instagram: A strong discovery platform. Reels deliver three times higher conversion rates than static feeds.
Europe: WhatsApp is the top choice, but GDPR compliance is critical. Brands must obtain explicit consent for storing data and sending marketing messages.

4. Other Markets Worth Watching

Two niche but promising regions stand out.

Turkey: Instagram has overtaken WhatsApp. Young people spend an average of 4.2 hours per day on the platform. Beauty and fashion brands can focus on Instagram Shop and boost engagement with tools such as Story Polls and AR Try-On.
Latin America: WhatsApp is mainstream, but Telegram is rapidly gaining popularity, especially among Gen Z in Brazil, where usage grew 45 percent year-on-year. Sellers can use Telegram as a secondary channel to reach emerging segments.

5. Three Key Strategies for Cross-Border Sellers

5.1 Platform Strategy – Avoid relying on a single channel

Do not rely on just one. Thailand requires a dual-platform approach. The Middle East and Africa can focus on WhatsApp. U.S. sellers should use all three Meta platforms together. Match resources to your target market’s demographics and consumer habits.

5.2 Content Localization – Blend in with local language and culture

For example, Indonesian users prefer short messages with emojis, German users value data and professional content, while Brazilian users respond strongly to holiday marketing such as Carnival promotions.

5.3 Data-Driven Approach – Make the most of Meta Business Suite

Use Meta’s official dashboard to track user activity and content engagement across platforms. This allows you to fine-tune posting times and formats in real time.

When should you use Meta Business Suite

6. Managing Multiple Platforms with SaleSmartly

The challenge is clear. Each market favors different platforms, which leads to scattered accounts, messy conversations, and slow responses.

That is where SaleSmartly makes a difference.

As an omnichannel communication platform, SaleSmartly brings WhatsApp, Messenger, Instagram, and more into one hub, helping you connect with customers through the platforms they trust most.

Key features of SaleSmartly include:
✅ Omnichannel platform: Manage all accounts and platforms in one place
✅ Meta integrations: Reach South Asia, the Middle East, and Africa via WhatsApp, Messenger, Instagram
✅ Automation: Chatbots, keyword triggers, multilingual replies for faster response
✅ Analytics: Real-time dashboards and customer tags for precision operations

Key features of SaleSmartly include:
✅ Omnichannel platform: Manage all accounts and platforms in one place
✅ Meta integrations: Reach South Asia, the Middle East, and Africa via WhatsApp, Messenger, Instagram
✅ Automation: Chatbots, keyword triggers, multilingual replies for faster response
✅ Analytics: Real-time dashboards and customer tags for precision operations

As an official Meta Business Partner, SaleSmartly meets the highest standards of security, reliability, and innovation.

Conclusion

Meta’s report shows there is no universal strategy. Each market has its own preferences, and success depends on adapting to local user behavior.

Whether you are building private-domain engagement on WhatsApp or creating discovery content on Instagram, the goal is the same: use the platforms customers already love to build trust and drive conversions.

This is exactly where SaleSmartly helps. With SaleSmartly, you can manage WhatsApp, Messenger, Instagram, and more. Deliver 24/7 support, respond faster, and reach global users with a local touch.