MEF CEO Dario Betti discusses the impact of the recent spate of WhatsApp account suspensions in Kenya, where the app is hugely popular boasting the highest percentage of monthly WhatsApp usage globally. While the action taken by Meta may be linked to unauthorised clone apps, many legitimate users have been affected and left without their primary method of communication for personal and business use.
In September 2024, widespread WhatsApp account suspensions were reported in Kenya, drawing parallels to a similar situation five years ago. Numerous users across the country experienced abrupt disconnections from their accounts, often while using the app on multiple devices.
In Kenya WhatsApp is Key
WhatsApp serves as the primary communication platform for almost 14 million Kenyans, ranking as the 31st largest market by user numbers. It has become an all-in-one tool for communication, commerce, news, and entertainment. WhatsApp has been a dominant force in Kenya since gaining widespread adoption in 2011. Its ability to send voice notes also makes it especially popular among Kenya’s illiterate population—38.5% of Kenya’s adults, or around 7.8 million people. Any disruption in the app’s service significantly impacts a country where WhatsApp is integral to daily life.
The suspensions have affected a broad spectrum of users, ranging from individuals with personal accounts to businesses that rely on WhatsApp for communication. It is still unclear whether the suspensions are due to a technical glitch or an intentional enforcement action by Meta. No official statement has been issued to clarify the situation.”
According to Meta, Kenya boasts the highest percentage of monthly WhatsApp usage globally, with 97% of internet users accessing the platform each month. South Africa follows closely, while Nigeria, Argentina, and Malaysia rank just below with usage rates of 95%, 93%, and 92%, respectively. However, the Communications Authority of Kenya (CA) recently reported a slight decline of 0.3% in WhatsApp’s market share during the first quarter of 2024, with Facebook’s popularity increasing. By that time, Facebook had surpassed WhatsApp as Kenya’s most-used social media platform, with 49.4% of adults using Facebook compared to 47% for WhatsApp. YouTube and TikTok follow in third and fourth place in terms of popularity.
Account Suspensions linked to unauthorised apps.
The recent suspensions have left many users frustrated, as WhatsApp is the main communication tool for millions. While exact numbers aren’t available, there are hundreds of social media posts from affected users. Those whose accounts have been suspended receive a message stating: “This account is no longer using WhatsApp. Conversations are still on this phone.” WhatsApp has advised affected users to wait for a verification process, which the company says will take up to 24 hours. However, many users remain unclear about the specific reasons behind the suspensions.
According to WhatsApp’s terms of service, accounts can be suspended for various reasons, including sending unsolicited or automated messages, creating unauthorized accounts, or using modified versions of the app. Other prohibited activities that could lead to a ban include sharing contact lists without permission, excessive use of broadcast messages, and engaging in harmful or unlawful behaviour, such as spreading false information or promoting hate speech.
Unauthorized clone apps like GBWhatsApp and YoWhatsApp, popular among some Kenyan users, also violate WhatsApp’s terms. Meta, the parent company of WhatsApp, has ramped up efforts to combat the use of these unofficial versions, which seems to be a major factor behind the recent suspensions. Using machine learning algorithms and user reports, the company identifies and bans accounts that breach its policies. Given the widespread use of clone apps in Kenya, this crackdown has had a significant impact.
The suspensions have affected a broad spectrum of users, ranging from individuals with personal accounts to businesses that rely on WhatsApp for communication. It is still unclear whether the suspensions are due to a technical glitch or an intentional enforcement action by Meta. No official statement has been issued to clarify the situation.
For those affected, WhatsApp offers an in-app review process to appeal account suspensions, which is currently the recommended course of action for restoring access.
A Thriving Market for Business Messaging Innovation
Despite these suspensions, WhatsApp remains a driving force behind innovation in Kenya’s business messaging space. In August 2024, Sukhiba, a Kenyan conversational commerce and CRM platform built on WhatsApp, secured a US$1.55 million seed extension round to support its expansion across Africa and other emerging markets. Founded in 2021 by Ananth Raj Gudipati and Abhinav Reddy, Sukhiba helps medium and large enterprises improve sales, marketing, customer service, and payments by integrating these services into the WhatsApp ecosystem.
Since 2023, Sukhiba has grown rapidly, operating in eight markets across Africa and India. More than 35,000 small and medium-sized enterprises (SMEs) now use its services through merchant partners. The latest funding round, led by EQ2 Ventures and supported by Accion Venture Lab, Musha Ventures, Quona Capital, and CRE Ventures, will drive Sukhiba’s further expansion.
