A WhatsApp message generates €0.74 to €1.72 in revenue, depending on the month.
How much WhatsApp marketing in e-commerce fluctuates over the year. Revenue per message for twelve months, the November peak, the December low and why flows smooth the curve. Data from 382 brands.
Key Findings
- 01Revenue per campaign message ranges from €0.74 to €1.72 depending on the month. The annual average is €1.03, and €0.92 without November.
- 02November is the strongest month of the year. Compared with October, brands send 1.9 times as many messages and generate 3.3 times the campaign revenue.
- 03The low follows right after the peak. In December, revenue per message drops to €0.74 and orders per 1,000 messages fall from 16.0 to 7.3.
- 04Spring is the strongest phase outside November. From March to May a message generates €1.07 in revenue, from June to August €0.87.
- 05Flows fluctuate far less than campaigns. In November, flow revenue is 1.2 times that of a normal month, while campaign revenue is 3.1 times.
The month decides the return.
Across twelve months and 49.3 million campaign messages, a WhatsApp message generates €1.03 in revenue on average. Behind that average sits a clear curve. In November it is €1.72, in July and December €0.74 each. Four months are above the annual average: August, November, March and April. Take November out and the average of the remaining eleven months is €0.92. That is the more honest reference value for a normal month. Revenue per message works especially well for this comparison because it is independent of how many brands were active in a given month.
Revenue per campaign message by month
n = 382 brands · 49.3M messages · Jun 2025 – May 2026Attributed campaign revenue divided by campaign messages sent per month. Dark blue: peak month. Light blue: months above the annual average of €1.03. Grey: months below. June 2026 is a partial month and not included.
Flows smooth the season.
Campaigns follow the calendar. In November they generate €11.1 million in revenue, 3.1 times an average other month. Flows run in the background all year and react far more calmly. Their revenue in November is €4.6 million, which is 1.2 times a normal month. Revenue per flow contact moves between €2.13 and €3.03 across all twelve months. What rises in November is mainly the number of new contacts, which reaches 1.96 million and 1.3 times the normal level. Brands that have built cart abandonment, lead-gen and post-purchase flows have a revenue base that carries them through every month. The WhatsApp Flow Benchmark shows how much each flow type contributes.
November compared with a normal month
Attributed revenue in November 2025 divided by the average of the other eleven months · Jun 2025 – May 2026Campaigns: €11.1M in November versus €3.6M on average in the other months. Flows: €4.6M versus €3.7M.
How to plan with the curve.
Three things follow from the annual curve. First, November pays off twice. Brands send almost twice as many messages as in October, and each one generates €1.72, more than in any other month. Second, December needs its own plan. Send volume stays high at 4.3 million messages while orders per 1,000 messages fall from 16.0 to 7.3. Sending less and more selectively in December protects your list for the new year. Third, spring is the strongest phase outside peak season. From March to May a message generates €1.07 in revenue, from June to August €0.87. The curve shows a single year and is meant as orientation. Your own calendar of launches and sales remains the most important guide.
“Depending on the month, a WhatsApp message generates €0.74 to €1.72 in revenue.”
382 brands · 49.3M campaign messages · Jun 2025 – May 2026Methodology & definitions
All data comes from the Chatarmin platform and the connected shops. Every metric is calculated from actual send and order data and reported per calendar month.
Revenue per message
Attributed campaign revenue of a month divided by the campaign messages sent in that month.
Attributed revenue
Shop orders linked to WhatsApp: via discount or voucher code, tracked link click (24-hour attribution window), UTM parameters or recent chat activity. One attribution record per order and brand.
Orders per 1,000 messages
Attributed campaign orders of a month divided by campaign messages sent, times 1,000.
Normal month
Average of the eleven months without November 2025. Serves as the reference value for the peak.
Campaign
Manually sent message to a segment, e.g. newsletter, sale announcement or product launch.
Flow
Automated message sequence triggered by an event, e.g. cart abandonment, sign-up or order. Revenue per flow contact is attributed flow revenue divided by the contacts enrolled in that month.
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 monthly figures cover twelve full months from June 2025 to May 2026. That is 20,077 campaigns, 49.3 million campaign messages and €50.6 million in attributed campaign revenue, plus 18.2 million flow contacts and €45.3 million in attributed flow revenue. The partial month of June 2026 is not included in any figure or chart. Open and click rates are deliberately left out here because their measurement basis changed during the period. They are covered in the WhatsApp Open Rate Benchmark.
Limitations
- The sample consists of Chatarmin customers and is not representative of e-commerce as a whole.
- The data shows a single year with a single November. Only the next update will show whether the pattern repeats at this level.
- The number of active brands grew during the period. Absolute monthly figures for messages and revenue therefore also rise through growth. This is why the study compares values per message and per contact.
- Click tracking was rolled out in September 2025. Click-based attribution may therefore be under-recorded for June to August 2025.
- Monthly figures are aggregated across all verticals. Individual verticals have their own seasonal curves, which can differ from the overall picture.
Questions about this report
What editors, journalists and operators ask us most often.
Yes – with attribution. Cite as: "Chatarmin WhatsApp Seasonality Benchmark 2026, chatarmin.com/en/studies/whatsapp-seasonality-benchmark". Please link back to this page.
In November. A campaign message then generates €1.72 in revenue, against an annual average of €1.03. The month accounts for 22.0% of a year's campaign revenue from 13.1% of the messages. Outside November, March and April are the strongest months at €1.09 and €1.13.
July and December at €0.74 in revenue per message each, followed by September at €0.76. In December, a still high send volume meets a much lower order rate after the peak.
From the Chatarmin platform itself: 382 brands with campaigns out of a pool of 591 active brands, 49.3 million campaign messages and 18.2 million flow contacts across twelve full months from June 2025 to May 2026. Fully aggregated and anonymised – details in the methodology.
Cite this study
Chatarmin (2026). WhatsApp Seasonality Benchmark: Revenue per message by month from 382 brands. Retrieved from https://chatarmin.com/en/studies/whatsapp-seasonality-benchmark