Tech giant says Facebook, Instagram and WhatsApp fuel millions of businesses nationwide
Lagos: Meta has announced that its digital platforms contribute an estimated ₦820 million annually to Nigeria’s economy, helping millions of businesses expand their customer base and reach new markets.
Company officials said the impact underscores how social media tools like Facebook, Instagram, and WhatsApp have become critical drivers of commerce, innovation, and connectivity across the country.
The company disclosed this in a Thursday report by Public First, an independent research firm.
The report, titled ‘Nigeria’s Digital Economy’, identifies Meta platforms as key drivers of entrepreneurship, productivity, artificial intelligence, and digital participation in Nigeria.
Facebook, Instagram, WhatsApp, Messenger, Threads and Meta AI serve as essential infrastructure supporting economic activities nationwide.
The report found that about 14 million Nigerian small and medium enterprises used Meta applications in 2025 to start and grow businesses.
The report stated that activities on Meta platforms contributed approximately 2 billion dollars to Nigeria’s Gross Domestic Product.
It added that instant messaging services provided through Meta platforms generated an estimated 640 million dollars in productivity gains across Nigeria’s economy.
81 per cent of surveyed businesses said Meta platforms expanded their customer base beyond local markets.
It noted that businesses in Kano, Lagos and Abuja used Meta’s digital tools to access advertising, communication and commercial opportunities competitively.
The report found that most surveyed businesses saw notable benefits—including better customer engagement, communication, and daily operations—resulting from Meta’s applications.ns.
It further highlighted WhatsApp’s growing role as Nigeria’s leading gateway for artificial intelligence adoption and access to digital services.
According to the report, 93 per cent of prompts directed to Meta AI across Sub-Saharan Africa were submitted through WhatsApp.
The report projected that artificial intelligence could contribute 22 billion dollars to Nigeria’s economy by 2035 through investment and improved digital infrastructure.
It added that 87 per cent of online Nigerians believed Africa-developed artificial intelligence products would drive economic growth, innovation and local problem-solving.
Commenting, Balkissa Ide Siddo, Director of Public Policy for Sub-Saharan Africa at Meta, described Nigeria as entrepreneurial and digitally engaged.
Siddo said the research demonstrated the opportunities that arise when entrepreneurs gain access to reliable digital tools that can expand their business operations.
“From a tailor in Lagos reaching customers nationwide through Instagram, to a business owner in Kano receiving orders through WhatsApp, Meta’s platforms are unlocking economic opportunities,” she said.
She added that improved internet access, innovation-supportive policies and open-source artificial intelligence could strengthen Nigeria’s position among Africa’s leading digital economies.
Also speaking, Alison Neyle, Director at Public First, said Nigeria’s digital transformation was creating opportunities for businesses, creators and consumers.
Neyle said Meta’s platforms foster entrepreneurship and economic inclusion in Nigeria.
She added that digital platforms were helping businesses overcome limitations associated with location, scale and access to broader markets.
Neyle insists that stronger infrastructure, wider internet penetration, and improved access to open-source artificial intelligence tools could accelerate Nigeria’s long-term digital growth.
