Company Context

Meta operates WhatsApp at global scale, with WhatsApp Business serving millions of SMBs and larger enterprises that use messaging for customer support, sales, and transactional communication. WhatsApp Business spans multiple surfaces, including the WhatsApp Business App, business profiles, catalogs, click-to-WhatsApp entry points, and business messaging APIs.

Problem

Meta leadership wants a clear metric tree for WhatsApp Business that helps product, data, and operations teams evaluate whether the product is creating durable value for both businesses and end customers. Today, teams track fragmented metrics such as message volume, business sign-ups, and catalog usage, but there is no shared framework tying these to user value, business outcomes, and long-term product health.

You are the product-minded data analyst assigned to define the metric tree. Assume WhatsApp Business has strong top-of-funnel adoption in many markets, but there are concerns that raw message volume may overstate success if conversations are low quality, spammy, or fail to drive repeat business usage. Leadership wants a recommendation that can guide prioritization across onboarding, messaging quality, trust, and monetization.

Deliverables

1. Define the north star metric you would recommend for WhatsApp Business and explain why it best captures product value.
2. Build a metric tree with primary branches, sub-metrics, and leading indicators across acquisition, activation, engagement, retention, quality, and monetization.
3. Identify the most important user segments and explain how the metric tree should differ for SMBs using the WhatsApp Business App versus larger businesses using the WhatsApp Business Platform.
4. Recommend 3-5 success criteria leadership should use to judge whether WhatsApp Business is healthy over the next 12 months.
5. Discuss key trade-offs, including growth vs trust and message volume vs conversation quality.

Constraints

• You cannot rely on message volume alone as the primary success metric.
• The framework must work across both emerging and mature markets.
• The recommendation should be practical enough for quarterly business reviews.
• You have limited ability to measure downstream offline sales for many SMBs, so proxy metrics may be necessary.