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Facebook-owned WhatsApp and Messenger and Tencent鈥檚 WeChat captured global mobile messaging and video-call markets. Zoom emerged as the consumer favorite for video calls during the pandemic. Microsoft Teams surpassed 320 million users by 2024, while Skype declined from 40 million daily users in 2020 to 36 million in 2024, per BusinessofApps.

Meta gained a strong hold over the US social media app rankings last year, with Instagram, WhatsApp, Messenger, and Facebook all boasting the highest numbers of downloads, according to Apptopia. Messaging app Telegram broke into the top 10 this year, as did relative newcomer BeReal.

Facebook and Facebook Messenger have had the highest number of unique visitors among mothers every month for the last year, according to Comscore鈥檚 MMX Multi-Platform. Facebook has become a major hub of knowledge-sharing through community groups. 鈥淪uper Definitely Average Moms鈥� has roughly 14,700 members around the world.

Similar to Meta鈥檚 click-to-message ads鈥攚hich let users chat with a brand on Instagram, Messenger, or WhatsApp鈥擳ikTok is testing ads that let users start conversations with businesses in the US. It鈥檚 also testing ads that direct users to Facebook Messenger or WhatsApp to have those conversations. Brands are putting a small portion of budgets toward messaging-related ads.

A dedicated Instagram Reels app could give Meta an edge over TikTok鈥攐r fragment its audience. If users resist another app, Instagram鈥檚 video dominance could take a hit.

Meta rolled out its AI assistant, Meta AI, across WhatsApp, Instagram, Facebook, and Messenger this past spring, potentially reaching billions of users. The AI tool can answer questions, create animations, and generate images. Snapchat introduced parental controls to its My AI, a ChatGPT-powered chatbot that can set reminders and offer recommendations.

Facebook, Facebook Messenger, Instagram and WhatsApp. That's half the population of America it added to its user base in the last 12 months. And so it's not reporting Facebook users anymore. It never really told us about Instagram users until it hits certain milestones.