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WhatsApp Roars into the Spotlight With Katy Perry Video
By: Tiana Tucker
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WhatsApp was the lead character in the new Katy Perry lyrics video, Roar, which the pop star released on Monday for her current single. More than 75% of the video is shown as a continuous conversation between Perry and several friends that happens during the course of the day. Essentially, the WhatsApp messages exchanged among Perry and her friends communicate the lyrics to the song through both text and emojis.

WhatsApp is one of several mobile messaging services that allows mobile users to avoid having to pay for their mobile carrier’s messaging service, which comes at an additional cost. The first year of WhatsApp service is free while each additional year is only $0.99 per year. WhatsApp seems to have one of the largest international audiences with more than 300 million monthly active users, which includes at least 20 million active users each in countries such as Spain, India, and Germany. WhatsApp usage is steadily growing; the application now sends 11 billion messages and receives 20 billion messages per day, which is up from 10 billion messages sent and 17 billion messages received in June. While WhatsApp is not touting the prettiest interface, it is one of the simplest. WhatsApp’s commitment to staying simple continues with the new feature the application recently revealed. 

Last week, WhatsApp introduced voice messaging for all of its applications on the iPhone, Android, BlackBerry, Nokia, and Windows Phone. Users can record and send candid video messages with no limit in length. The users on the receiving end can instantly view the message and it will automatically adjust the volume of the message based on whether one is holding the phone up to their ear or at arm’s length. 

WhatsApp also seems also believe that in addition to maintaining a simple product it should also remain advertisement free. The company’s CEO compared having an advertisement before sending a text to having to watch an advertisement before receiving water after turning on the faucet. Katy Perry’s use of WhatsApp is a huge nod to where mobile messaging applications currently stand and the huge potential it has to shift the way people communicate around the world. 

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About the Author
Tiana Tucker is an online marketing professional working as the Inbound Marketer for Nursing@Simmons, which is an online master's in nursing offered by Simmons College. Keep up with Tiana on Twitter @TianaMTucker or Google+.


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