WHATSAPP VS. SMS: WHAT GLOBAL BRANDS REALLY NEED TO KNOW

Summary from the TLDR Marketing newsletter

Choosing between WhatsApp and SMS should start with regional user behavior, not pricing. SMS performs best in North America, while WhatsApp drives stronger engagement across much of Europe and Latin America, where it is the default messaging app. Cost only becomes relevant after channel fit, shaping how frequently brands send messages and which moments truly justify mobile interruptions.