With over 5 million subscribers on WhatsApp, BurdaForward was the first German media company to recognise the potential of WhatsApp Channels. 

WhatsApp Channels are an innovative feature inside the messenger app that enables businesses, media houses, and individuals to broadcast content to an unlimited number of followers — using the so-called one-to-many principle. Through a WhatsApp Channel, text and voice messages, photos, videos, polls, and links can be distributed directly to subscribers. 

Unlike classic WhatsApp groups, channels are designed to deliver information and updates efficiently and in compliance with privacy protection: subscribers remain anonymous, engagement is mostly one-way, and subscribing is free. This allows creators to benefit from direct, fast, and personalised communication with their target audience.

WhatsApp Channels are popular not only among older people but also with the younger generation, including teens and young adults. Many young users enjoy following their favourite influencers, brands, topics, or celebrities for quick updates, engaging content, and exclusive information within the app they already use daily with friends and family.

In many countries, studies show that nearly one-third of WhatsApp users are under 35 and features like channels appeal especially to digital natives who value instant access and privacy.

WhatsApp channels at BurdaForward

BurdaForward was among the first major media brands to identify and leverage the potential of WhatsApp Channels for its own brands and topics. With over 170 channels covering a broad topic range — from news, entertainment, and technology, to family, health, and lifestyle — the brands Bunte.de, Focus online, CHIP, Fit For Fun, TV Spielfilm, netmoms, and others collectively reach an impressive 5 million+ subscribers directly via WhatsApp.

Channels focusing on niche topics are particularly successful, such as “CHIP | ChatGPT,” which alone has around 938,000 followers.

The content is created by dedicated editorial teams and tailored for each channel and audience. With this strategy, BurdaForward delivers relevant news, trends, and inspiration directly to users’ smartphones — quickly, personally, and without detours.

Popular channel examples

The channels offer a wide range of content. Some of the more popular offerings inlcude: 

• Recipes: Simple, quick, and delicious: Inspires 201,000 food lovers and presents engaging, creative ideas and recipes for meals.
• Pets: Tips for dogs, cats, mice, and more. It reaches 56,000 animal lovers with advice, trends, and emotional stories about beloved pets.
• BUNTE.de I Beauty-Tipps:  Exclusive tips, trends, and inspiration for makeup and skin care that reaches more than 36,000 beauty enthusiasts.
• Fit For Fun | Workouts: Motivates more than 32,000 fitness fans with products, tips and science for effective workouts, directly and personally on WhatsApp Messenger.
• Achtung Rückruf ⚠: Informs 170,000 consumers in Germany about health warnings and product recalls, ensuring awareness of potential dangers. Users receive quick updates on current product recalls, food warnings, supermarket news, test results, consumer protection, and hazardous products, so they never miss important information. 

Why reaching users via WhatsApp works

Creators who rely on WhatsApps’ reach and expertise benefit from placing their messages directly in the daily environment of users — achieving maximum visibility and strong impact.

WhatsApp is the most-used messenger in Germany, meaning messages are almost always read. Open rates are significantly higher than with classic newsletters or social media posts, so posts reach their audiences with exceptional attention.

WhatsApp also allows for personalised content delivery. Creators and brands can send targeted, individualised offers or updates directly to users, increasing the relevance and conversion potential of their messages.

WhatsApp channels offer versatile use: from product announcements to customer service, surveys, and live events, channels are flexible and adapt to the needs of customers, creators and users.

Photo courtesy IMAGO/Wolfgang Maria Weber.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .