At 10:00, WhatsApp campaigns reach their highest click rate: 16.3%.
When WhatsApp campaigns perform best. Click rate, revenue per message and open rate by hour and weekday, from 11.8M delivered messages. All hours with at least 20 brands are included.
Key Findings
- 01Campaigns sent at 10:00 reach a 16.3% click rate and €1.60 in revenue per delivered message. These are the highest values of any send hour analysed, against an average of €1.08 per message.
- 0218:00 accounts for the most delivered messages, 17.2% of total volume. At that hour the click rate is the lowest of all hours analysed, 9.3%.
- 03Between 10:00 and 13:59, a message brings in €1.33. In the evening between 17:00 and 20:59, it is €0.92.
- 04The open rate sits between 75.0% and 84.8% in every hour analysed. Differences between hours show up mainly in clicks and revenue.
- 05On Sundays, a message brings in €1.40. Easter, Mother's Day and Whitsun fall on Sundays in the measurement window, so this value should be read with caution.
10:00 is the strongest send hour.
Campaigns that go out at 10:00 reach a click rate of 16.3%. The average across all hours is 12.0%, which puts 10:00 campaigns 4.3 percentage points above it. This hour also leads on revenue. A delivered message brings in €1.60, 48% more than the €1.08 average. The base is broad: 134 brands send at 10:00, more than at any other hour, with 1.74M delivered messages in total.
Click rate by send hour
08:00 to 19:59 · 36 to 134 brands per hour · 15 March – 1 June 2026All link and button clicks divided by delivered campaign messages. Time in the campaign's time zone, otherwise Europe/Berlin. Hours from 21:00 to 06:59 are hidden because fewer than 20 brands send then. 07:00 (10.7%) and 20:00 (11.7%) are included in the analysis but not shown in the chart.
Most messages arrive at the hour with the lowest click rate.
18:00 accounts for 2.03M delivered messages, more than any other hour. That is 17.2% of total volume. Recipients open these messages often, with an open rate of 82.8%. But the click rate of 9.3% is the lowest of all hours analysed, and a message brings in €0.83. Brands that send their campaigns in the evening may benefit from testing 10:00 or the window between 12:00 and 13:59.
Share of send volume by hour
08:00 to 19:59 · Delivered campaign messages · 15 March – 1 June 2026Share of all 11.8M delivered campaign messages. Not in the chart: 07:00 (2.4%), 20:00 (4.2%) and the hidden hours from 21:00 to 06:59 with 2.7% in total.
Between 10:00 and 13:59, a message brings in 45% more revenue than in the evening.
Grouped into times of day, a clear pattern emerges. Between 10:00 and 13:59, a delivered message brings in €1.33 at a click rate of 14.1%. In the evening between 17:00 and 20:59, it is €0.92 and 10.3%. Both windows are similar in size: the 10:00 to 13:59 window accounts for 36.3% of volume, the evening for 32.7%. A large part of the lead comes from 10:00. Even without that hour, 11:00 to 13:59 still brings in €1.15 per message, 25% more than the evening.
Revenue per delivered message by time of day
Campaigns · 15 March – 1 June 2026Attributed campaign revenue divided by delivered messages in each time window. Windows cover full hours. Average across all hours: €1.08.
Sunday leads on revenue, with a holiday effect.
The open rate barely differs between weekdays. It ranges from 77.0% on Tuesday to 81.8% on Wednesday. On revenue, Sunday comes out ahead: a message brings in €1.40, compared with an average of €0.95 from Monday to Friday. Friday and Saturday are the weakest at €0.71 and €0.74. Sunday accounts for 33.6% of volume and 43.6% of revenue. Read this value with caution. The measurement window covers twelve Sundays, and three of them are Easter, Mother's Day and Whitsun, typical promotion days in e-commerce.
Revenue per delivered message by weekday
95 to 171 brands per weekday · 15 March – 1 June 2026Attributed campaign revenue divided by delivered messages. Easter Sunday (5 April), Mother's Day (10 May) and Whit Sunday (24 May) fall within the window.
“At 10:00, WhatsApp campaigns reach a click rate of 16.3%.”
134 brands · 1.74M delivered messages · 15 March – 1 June 2026Methodology & definitions
All data comes from the Chatarmin platform. Every metric is calculated from actual sending and order data on the platform.
Send time
The weekday and hour at which a campaign is sent. The time zone set for the campaign applies, otherwise Europe/Berlin (CET/CEST).
Delivered message
A message that has reached the recipient. Since 15 March 2026, Chatarmin calculates all rates on this basis.
Open rate
Messages read according to read receipts divided by delivered messages, weighted by message count.
Click rate
All link and button clicks divided by delivered messages. All clicks count, including several per person.
Opt-out rate
Opt-outs after a campaign divided by delivered messages.
Revenue per delivered message
Attributed campaign revenue divided by delivered messages in the same group, i.e. the same hour, time window or weekday.
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.
Campaign
A message sent manually to a segment, e.g. a newsletter, sale announcement or product launch.
Cohort & window. The basis is all campaign messages delivered between 15 March and 1 June 2026: 11.8M messages with a click rate of 12.0% and an opt-out rate of 0.34%. Window and basis match the WhatsApp Marketing Benchmark, with test accounts excluded. Between 95 and 171 brands send on each weekday, and up to 134 per send hour. Hours with fewer than 20 brands are hidden. This applies to 21:00 to 06:59, which together account for 2.7% of volume.
Limitations
- The sample consists of Chatarmin customers and is not representative of e-commerce as a whole.
- The measurement window covers eleven weeks. Easter Sunday, Mother's Day and Whit Sunday fall within it, so the Sunday values should be read with caution. Good Friday, Easter Monday, 1 May, Ascension Day and Whit Monday also fall within the window. Values for individual days are not available.
- Brands choose their own send time. The values describe patterns in sending behaviour, and large senders shape single hours more strongly than small ones.
- Revenue per message averages €1.08 here. Other chapters cite €1.03 because they cover the full year and divide by sent rather than delivered messages.
Questions about this report
What editors, journalists and operators ask us most often.
Yes, with attribution. Citation: "Chatarmin WhatsApp Send Time Benchmark 2026, chatarmin.com/en/studies/whatsapp-send-time-benchmark". Please link to this page.
In Chatarmin's data, it is 10:00. Campaigns sent at that hour reach a 16.3% click rate and €1.60 in revenue per delivered message. As a time window, 10:00 to 13:59 performs best on revenue per message at €1.33.
Sunday leads at €1.40 in revenue per message, while Friday and Saturday are the weakest at €0.71 and €0.74. The Sunday value does include Easter, Mother's Day and Whitsun, though. For a reliable decision, run your own test over several regular weeks.
The open rate differs only slightly between hours, ranging from 75.0% to 84.8%. In relative terms, the click rate varies far more: the best hour, at 16.3%, is 75% above the weakest at 9.3%. For the open rate, the gap is 13%.
From the Chatarmin platform itself: 11.8M delivered campaign messages from 15 March to 1 June 2026, with 95 to 171 brands per weekday. Fully aggregated and anonymised. Details are in the methodology.
Cite this study
Chatarmin (2026). WhatsApp Send Time Benchmark: Click rate and revenue by hour and weekday from 11.8M messages. Retrieved from https://chatarmin.com/en/studies/whatsapp-send-time-benchmark