Instagram may have the filters, Reels, and influencers — but when it comes to the next generation, another app is quietly stealing the spotlight. According to a new study, WhatsApp has become the favourite digital hangout for pre-teens, particularly those aged 10 to 13. The reason? A new feature that lets users follow creators and celebrities through dedicated WhatsApp Channels — without the noise, ads, or pressure of traditional social media.
WhatsApp, the new social network in disguise
Once seen purely as a messaging tool, WhatsApp is now blurring the lines between private chat and social platform. With over three billion users worldwide, it’s one of the most widely used apps on the planet — and it’s evolving fast. In France, for instance, the recommended minimum age to use it was recently lowered from 16 to 13, a move that opened the door to younger audiences.
For 13-year-old Louis, that change was perfectly timed. “I don’t use Instagram that much anymore,” he says. “I just follow my favourite creators on WhatsApp — it’s quick, simple, and I don’t get distracted.” Like many of his friends, Louis subscribes to news and entertainment channels that send short updates directly to his phone. It’s a bit like having a curated feed, but one you control entirely.
A calmer alternative to chaotic group chats
If you’ve ever been trapped in a busy WhatsApp group — 150 unread messages deep because someone’s cat did something “hilarious” — you’ll appreciate why Channels are catching on. Unlike groups, they work as one-way feeds. The creator posts updates, and subscribers read or react — no constant notifications, no debates, no drama.
Each Channel appears in a separate “Updates” tab, away from private chats. Users can follow their interests — from their favorite football clubs, such as Paris Saint-Germain or FC Barcelona, to pop stars like Shakira, to major media outlets like the BBC or Le Monde. Even Mark Zuckerberg runs his own channel, announcing new Meta features directly to millions of followers.
Why teens (and parents) love it
Part of WhatsApp’s appeal to young users lies in its simplicity. There’s no algorithm deciding what to show, no pressure to post selfies or chase likes. It’s an information-first experience, quiet and customisable. Notifications are turned off by default, allowing teens to check updates at their convenience rather than when the app prompts them.
For parents, that’s a welcome change. A report by the Heaven agency found that many see WhatsApp as a safer, less addictive alternative to Instagram or TikTok. Without endless scrolling or public commenting, it feels more private — and less likely to turn into a digital rabbit hole.
It also helps that the platform’s design is minimal and familiar. For kids growing up surrounded by content, a stripped-down feed that delivers only what they’ve chosen to see feels refreshingly manageable.
A new kind of influence
For influencers and media outlets, Channels represent a shift in how content reaches audiences. They’re not about flashy visuals or viral trends, but a direct connection — a short message, a video clip, or a poll that lands instantly in someone’s updates list. It’s a quieter, more personal form of engagement that many creators are beginning to value.
As the line between messaging and social media continues to blur, WhatsApp’s transformation is significant. What started as a simple chat app is now turning into a hybrid space — part community board, part news feed, part fan club.
Whether it’s a passing trend or the beginning of a larger shift away from mainstream platforms remains to be seen. But one thing’s clear: for the next generation, social media doesn’t have to be loud to be powerful. Sometimes, it just needs to send the right message — literally.