Link: How niche communities globally are repurposing WhatsApp, including for news, shows, sports, matchmaking, prayers, medical appointments, and finding blood donors (Sonia Faleiro/Rest of World)

It’s a warm September afternoon in Lagos, and the filming of the Nollywood comedy Osas and Nosa faces delays due to neighboring construction noise. Amidst the chaos, star Etinosa Idemudia stays productive, scrolling through WhatsApp, where she actively promotes her film.

WhatsApp stands as a dominant communication platform in Nigeria, critical for Idemudia’s engagement with her 200,000 followers. Through daily messages, she shares exclusive content, driving anticipation and viewership for her projects.

Idemudia's WhatsApp channel, Etinosa TV, launched in September 2023, offers a mix of humor and personal insights, fostering a close connection with her audience. This direct line allows her to control the narrative without public backlash, a contrast to her experiences on platforms like Instagram.

Outside of individual success stories, WhatsApp’s influence spans globally, heavily relied upon in countries like India and Brazil for both personal and professional interactions. The app’s versatility supports everything from business transactions to daily communications, embedding deeply into users' lives.

In diverse regions, WhatsApp adapts to local needs, facilitating activities ranging from education in Zimbabwe to matchmaking in India. Its simple interface and extensive reach provide a lifeline for users to maintain cultural practices and community ties.

Despite Meta's corporate control, the essence of WhatsApp thrives on grassroots creativity and community-driven use, proving indispensable across different global contexts. Everyday interactions through WhatsApp demonstrate the app’s profound impact on cultural and social dynamics worldwide.

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