WhatsApp Pay struggles to gain momentum as users stick with familiar digital wallets

Despite its massive user base, WhatsApp Pay continues to lag behind rival digital wallets, struggling to convert messaging dominance into payments leadership. MeritBey’s latest analysis finds that even after more than two years since launch, WhatsApp Pay has failed to gain significant traction among users who remain loyal to established payment platforms.

One of the biggest challenges facing WhatsApp Pay is limited awareness. While leading wallets such as Google Pay and Paytm enjoy near-universal recognition, WhatsApp Pay is known to only about six in ten users. This awareness gap has directly impacted adoption, particularly in a market where multiple payment apps already compete aggressively for mindshare and daily usage.

User perception around security and trust has also emerged as a critical obstacle. MeritBey’s findings indicate that speed and security are the most important factors influencing e-wallet selection, especially among female users. A significant portion of respondents expressed discomfort with using WhatsApp for financial transactions, viewing it primarily as a messaging platform rather than a secure payments application.

The dominance of incumbent wallets further complicates WhatsApp Pay’s growth. Consumers show high satisfaction with their current payment methods, reducing the incentive to switch or add another app. Google Pay leads across peer-to-peer payments and bill payments, while Paytm and PhonePe dominate QR-code-based transactions. This entrenched behavior leaves limited room for WhatsApp Pay to differentiate itself without compelling incentives.

Actual usage data reflects these challenges. Only about one in ten respondents reported having used WhatsApp Pay, and among them, roughly half intend to continue using it. While a sizable share of non-users remain open to trying the service in the future, a larger segment indicated no interest, citing trust issues, preference for keeping WhatsApp limited to chats, and reluctance to manage multiple payment apps.

MeritBey notes that targeted strategies could help WhatsApp Pay close the gap. Enhanced security messaging, stronger rewards and cashback programs, and increased visibility through marketing campaigns and partnerships could improve adoption. Some users also suggested that a more distinct or dedicated payments experience could help reposition WhatsApp Pay beyond its identity as a messaging app.

Overall, MeritBey concludes that while WhatsApp Pay has the potential to leverage its vast ecosystem, overcoming user inertia and trust barriers will be essential. Without clearer differentiation and stronger value propositions, the platform may continue to trail peers in an increasingly crowded and mature digital payments landscape