Meta’s platforms are helping drive a new wave of economic participation in South Africa, with new independent research estimating that the company contributes R16.5 billion annually to the country’s economy.
According to the “Meta’s Impact in South Africa” report, conducted by research firm Public First, nearly 910,000 South African SMEs used Meta-owned platforms — including Meta, Facebook, Instagram, WhatsApp, Messenger, Threads and Meta AI — to start and grow their businesses in 2025.
The report positions South Africa’s digital economy as one of the continent’s biggest growth opportunities, forecasting expansion from R495 billion today to R874.5 billion by 2035.
For SMEs, Meta’s platforms are increasingly functioning as essential business infrastructure rather than optional marketing tools. The research found that 87% of South African businesses surveyed said Meta’s apps helped them generate greater revenue, while 90% of online businesses said the platforms enabled them to access new markets.
From Township Traders to Urban Entrepreneurs
The findings highlight how digital tools are increasingly bridging South Africa’s formal and informal economies.
From spaza shops in Soweto to creative studios in Cape Town, entrepreneurs are using WhatsApp Business and other Meta platforms to manage operations, communicate with customers and expand beyond their immediate communities.
The report estimates that SMEs using Meta’s platforms contributed R47.9 billion to GDP in 2025 alone. Meanwhile, instant messaging across Meta’s apps is believed to have saved businesses approximately R21.5 billion through faster and more cost-effective communication.
The social impact appears equally significant. According to the study, 81% of online adults in South Africa said Meta’s platforms helped them feel more connected to their communities.
Balkissa Ide Siddo, Director of Public Policy for Sub-Saharan Africa at Meta, said the research reflects how digital access is helping level the playing field for entrepreneurs across the country.
“When a township trader can use WhatsApp Business to manage orders with the same efficiency as a retailer in Sandton, that is real economic inclusion in action,” she said.
Connectivity Investments Driving Inclusion
Meta’s broader infrastructure investments are also expected to play a major role in South Africa’s future digital growth.
The company-backed 2Africa submarine cable has already landed in the Western Cape, Eastern Cape and KwaZulu-Natal. The report suggests the cable could increase South Africa’s GDP by R62.7 billion annually by 2035 while bringing an additional 660,000 people online.
Encouragingly, 94% of surveyed online adults said accessing reliable internet is easier today than it was a decade ago, although affordability and broader access remain ongoing challenges.
Open-Source AI Emerges as a Major Opportunity
Artificial intelligence also features prominently in the report’s outlook for South Africa’s economy.
Researchers estimate that AI could contribute an additional R528 billion to South Africa’s GDP by 2035 if the country continues investing in infrastructure, innovation and digital skills.
The study found growing confidence in locally relevant AI solutions:
- 73% of online South Africans believe AI developed within Sub-Saharan Africa will be important for regional economic growth.
- 69% of business leaders surveyed said they would adopt open-source AI tools if they were easily accessible.
Meta’s open-source AI model, Llama, was highlighted as one example of accessible innovation infrastructure enabling local problem-solving.
One standout case study is Foondamate, a South African edtech company that built an AI-powered study assistant using Meta’s Llama models. The platform reportedly supports more than three million learners through WhatsApp and Messenger.
A Digital Economy Still Taking Shape
Alison Neyle, Director at Public First, said South Africa’s digital transformation is opening new opportunities for businesses, creators and consumers across sectors.
“The findings show that Meta’s platforms are helping South African firms grow across formal and informal sectors, supporting entrepreneurship and strengthening participation in one of the world’s most rapidly expanding digital economies,” she said.
As South Africa continues expanding internet access, digital infrastructure and AI adoption, the report suggests that the country’s next decade of growth could increasingly be shaped by how effectively businesses and communities leverage connected technologies.
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