India is WhatsApp’s largest market today, so understanding personal and business users here is a huge priority for its global leadership team. Our task was to take them on an immersive exploration with WhatsApp users across Metro, small town and rural India – to explore their app usage and the role it plays in their lives today.

Our biggest challenge in this research was to deliver an immersive engagement with the many Indias that use WhatsApp personally and for business today. A challenge that we planned down to the last detail, including culturally immersive research venues like cafes, community centers, village libraries, schools, homes and workplaces. WhatsApp’s leadership team returned after encountering firsthand, India’s love for WhatsApp and the potential that still remains to be unlocked for it here!