In the Black Friday month, a WhatsApp message brings in €1.72 in revenue.
How efficient WhatsApp campaigns are in November. Revenue per message, share of annual revenue and the comparison with the rest of the year, from the data of 382 brands.
Key Findings
- 01In November 2025, brands send 13.1% of their campaign messages in the twelve-month window and generate 22.0% of their campaign revenue with them. That is 6.47 million messages and €11.15 million in attributed revenue in a single month.
- 02One campaign message sent in November brings in €1.72 in revenue. The annual average from the WhatsApp Marketing Benchmark is €1.03, and the remaining months come to €0.92.
- 03That makes November 87% more efficient than the rest of the year. Brands send 1.7 times as many messages as in an average month and generate 3.1 times as much revenue.
- 04The effect comes from more orders and bigger baskets. November sees 16.0 orders per 1,000 messages instead of 9.6, and the average order value is €107.95 instead of €95.85.
- 05Flows keep running steadily in November. The month accounts for 10.7% of flow contacts and 10.0% of flow revenue. The Black Friday peak happens in campaigns.
13% of messages, 22% of revenue.
From June 2025 to June 2026, 382 brands sent 49.3 million campaign messages and generated €50.6 million in attributed revenue with them. November accounts for 6.47 million of those messages and €11.15 million of that revenue. The revenue share therefore sits around 9 percentage points above the message share. Orders show the same picture: 103,257 of 514,729 attributed orders fall into this one month, which is 20.1%. Brands send more in November, and every single message delivers more.
November's share of the campaign year
n = 382 brands · campaigns · June 2025 – June 2026Share of November 2025 in the campaign figures of the twelve-month window. Revenue and orders are store orders attributed to WhatsApp.
€1.72 per message is the strongest month of the year.
Attributed revenue divided by messages sent puts November at €1.72 per message. The second-strongest month is April 2026 at €1.13, and the annual average is €1.03. Compared with the average of the other eleven months, brands send 1.7 times as many messages in November and generate 3.1 times as much revenue. More volume and more return per message coincide. Right afterwards the picture flips: at €0.74, December sits at the bottom of the year, level with July.
Revenue per campaign message sent
n = 382 brands · Jun 2025 – May 2026Attributed campaign revenue divided by campaign messages sent per month. June 2026 is excluded as a partial month.
More orders per message, bigger baskets.
The higher revenue per message has two sources. November sees 16.0 attributed orders per 1,000 messages sent, compared with 9.6 in the remaining months. On top of that, the average order value rises from €95.85 to €107.95. The larger part of the effect comes from purchase frequency: orders per message are 66% higher, the order value is 13% higher.
Orders per 1,000 campaign messages
n = 382 brands · campaigns · June 2025 – June 2026Attributed orders divided by campaign messages sent. Remaining months: the full twelve-month window excluding November 2025.
The peak happens in campaigns, flows run steadily.
Automated flows show a different picture in November. The month accounts for 10.7% of all flow contacts and 10.0% of flow revenue. A flow brings in €2.33 per contact in November, compared with €2.48 on annual average. Flows respond to the behaviour of individual customers and therefore run evenly throughout the year. Brands capture the Black Friday effect through deliberately planned campaigns. The WhatsApp Flow Benchmark shows which flow types deliver the most over the year.
November's share of annual revenue
Campaigns and flows · June 2025 – June 2026Share of November 2025 in the attributed revenue of the twelve-month window, split by campaigns and flows.
“In the Black Friday month, a WhatsApp message brings in €1.72 in revenue.”
November 2025 · 6.47M campaign messages · brand pool of 382 brandsMethodology & definitions
All data comes from the Chatarmin platform. Every metric is calculated from actual sending and order data on the platform.
Black Friday month
The calendar month of November 2025, including Black Week and Black Friday on 28 November 2025. The data is available at monthly level.
Revenue per message
Attributed campaign revenue divided by campaign messages sent in the same period.
Attributed revenue
Store orders that can be linked to WhatsApp: via a discount or voucher code, a tracked link click (default window of 24 hours), UTM parameters or recent chat activity. There is exactly one record per order and brand.
Orders per 1,000 messages
Attributed orders divided by campaign messages sent, times 1,000.
Remaining months
The full window from June 2025 to June 2026 excluding November 2025.
Campaign
A message sent manually to a segment, e.g. a newsletter, sale announcement or product launch.
Flow
An automated message sequence triggered by an event, e.g. an abandoned cart or an order.
Cohort & window. The basis is the same brand pool as in the WhatsApp Marketing Benchmark: 591 active brands, 382 of which sent campaigns between June 2025 and June 2026, test accounts excluded. The campaign figures cover 20,116 campaigns, 49.3 million messages sent and €50.6 million in attributed revenue. November 2025 accounts for 2,455 campaigns, 6.47 million messages, €11.15 million in revenue and 103,257 orders. The flow figures come from 18.3 million flow contacts in the same window. The partial month of June 2026 is included in the annual totals and left out of the monthly chart.
Limitations
- The sample consists of Chatarmin customers and is not representative of e-commerce as a whole.
- The data is available at monthly level. Black Week is not reported separately, and Cyber Monday on 1 December 2025 counts towards December.
- Revenue per message refers to messages sent, because delivered messages have only been available as a basis since 15 March 2026.
- Open and click rates for November are deliberately left out. They come from the old measurement on a sent basis and cannot be compared with the benchmark figures on a delivered basis.
- The brand pool grows over the year. That affects the shares of annual volume, while revenue per message is independent of it.
- The study covers a single Black Friday month. How many of the 382 brands sent campaigns in November is not reported separately.
Questions about this report
What editors, journalists and operators ask us most often.
Yes, with attribution. Citation: "Chatarmin WhatsApp Black Friday Benchmark 2026, chatarmin.com/en/studies/whatsapp-black-friday-benchmark". Please link to this page.
In the Black Friday month of November 2025, one campaign message sent brings in €1.72 in attributed revenue on average. The annual average is €1.03, and the remaining months come to €0.92. The figures are based on 6.47 million campaign messages in November.
The data says yes. November accounts for 13.1% of campaign messages and 22.0% of campaign revenue in the twelve-month window. There are 16.0 orders per 1,000 messages instead of 9.6, and the average order value rises from €95.85 to €107.95.
At €0.74 in revenue per message, December sits at the bottom of the year, level with July. Sending volume in December stays at the level of an average month, while the return per message falls below the annual average of €1.03.
From the Chatarmin platform itself: 382 brands with campaigns from a pool of 591 active brands, 49.3 million campaign messages sent from June 2025 to June 2026, 6.47 million of them in November 2025. Fully aggregated and anonymised. Details are in the methodology.
Cite this study
Chatarmin (2026). WhatsApp Black Friday Benchmark: Revenue per message and share of annual revenue from 382 brands. Retrieved from https://chatarmin.com/en/studies/whatsapp-black-friday-benchmark