WhatsApp AI Startup Hub: Brasil
- Jéssica Campos
- Oct 1
- 3 min read
Brazil doesn’t just use WhatsApp—it’s now shaping the future of global innovation within the app.
WhatsApp is no longer just a messaging app in Brazil—it’s become an essential part of daily life and an increasingly strategic channel for business. Whether it’s sending a “good morning” to family, sharing quick updates with coworkers, or even closing deals, the app has carved out a unique space in the country.
And the numbers back it up: according to a 2020 Panorama Mobile Time/Opinion Box, WhatsApp is installed on 99% of Brazilian smartphones. Globally, Brazil ranks second in the number of users, just behind India, according to Statista. But while India leads in volume, Brazil stands out in creativity—especially in its use of artificial intelligence.
This massive adoption of WhatsApp Business and local innovation caught Meta’s attention, leading them to choose Brazil as the home of the world’s first WhatsApp AI Startup Hub.
What is the WhatsApp AI Startup Hub?
The Hub is an ecosystem designed to connect startups, entrepreneurs, and tech experts, focusing on new possibilities in communication, AI, financial services, and digital innovation within WhatsApp. As Guilherme Horn, PhD, Head of WhatsApp in Brazil, India, and Indonesia, posted on LinkedIn:
“We couldn’t miss the opportunity to learn from these incredible entrepreneurs! And of course, offer them what truly matters to startups.”
The goal is clear: accelerate innovation and transform WhatsApp into a platform deeply integrated with business, marketing, digital payments, and customer service.
The Launch Event
Held on September 23 at Meta’s São Paulo office, the launch brought together entrepreneurs and key figures from the innovation ecosystem, including:
Ana Melo – Partner Manager and event facilitator
Maren Lau – VP Latam and Global Lead Business Messaging, Meta
Beto de Paola – Partner Manager, joining directly from the U.S.
Key opportunities highlighted for startups and companies:
Integration of ads and marketing strategies directly in WhatsApp
Real-time customer engagement
Advances in AI, especially with Llama technology
Digital payments within conversations
Data security as a central pillar
EasyFin: Minas Gerais Innovation on the Global Financial Stage
Among the selected startups was EasyFin, proudly representing Minas Gerais and a slower-paced lifestyle. The company emphasized its mission to simplify Brazilians’ financial lives—proving that high tech, less bureaucracy, and quality of life can go hand in hand (with our stop to drink a traditional coffee and eat a small cheese bread in the afternoon, of course).
The Future of Communication on WhatsApp
The WhatsApp AI Startup Hub marks a new chapter in Brazil’s digital communication. More than a messaging app, WhatsApp is becoming a platform for business, innovation, and relationships.
For individuals looking to take more responsibility in managing their lives, this means having quicker and more integrated financial and consumer solutions—providing spending insights and reports right at their fingertips. For financial consultants and businesses, this creates an opportunity to develop secure, scalable, and personalized experiences for clients within the country’s most popular app.
The possibilities are endless—and surprisingly simple. The future of communication is already happening—and it’s happening through EasyFin on WhatsApp.
And for you, is WhatsApp the present or the future? How do you use—or how would you like to use—your 'not just a message app'?
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