
Meta wants to increase the number of businesses actively using WhatsApp Business and the WhatsApp Business Platform. Leadership is less interested in raw signups and more focused on durable business adoption that leads to customer conversations and repeat usage.
In the last quarter, WhatsApp Business app registrations grew from 8.4M to 9.6M (+14%), but 30-day active business accounts only grew from 3.1M to 3.2M (+3%). First-week message send rate fell from 62% to 55%, and 90-day retained business accounts stayed flat at 34%. The Growth team also launched new onboarding surfaces in Ads Manager and Facebook Pages, but PMs are unsure whether the issue is acquisition quality, onboarding friction, or weak retention after setup. You have access to Meta’s standard growth framework and are expected to define the KPI stack using an AARRR funnel, not just one top-line metric.
wa_business_accounts: business_id, created_time, account_type, country, linked_fb_page_id, linked_ig_account_idwa_business_events: business_id, event_time, event_name, catalog_created, profile_completed, message_sent, reply_receivedads_manager_referrals: business_id, referral_source, campaign_id, click_timefb_pages_links: page_id, business_id, page_category, follower_countbusiness_retention_daily: business_id, ds, active_flag, conversations_started, conversations_replied