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.
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.