Imagine a world without WhatsApp. It probably wouldn’t change much, because WhatsApp has been slow to implement new features that would enable its platform for e-commerce, banking or marketing purposes. In September 2017, the first reports of WhatsApp’s new business-to-consumer (B2C) features arose, with customer support as one of the central axes on which it could swing into the enterprise jungle. This seems to be it for now, as no new reports of other B2C functionality have come out. And, with local and European privacy laws lurking just around the corner, it might take some time before WhatsApp can fly in a B2C context. Until then, WhatsApp will remain just a messaging application.