Meta’s family of platforms, including Facebook, Instagram and WhatsApp, contributed an estimated 820 million dollars in annual economic value to Nigeria in 2025, according to a new report released on Wednesday.
The report titled “Nigeria’s Digital Economy” was conducted by independent research firm, Public First, and commissioned by Meta.
It stated that 14 million Nigerian small and medium-scale enterprises (SMEs) used Meta platforms in 2025 to start, run and grow their businesses.
According to the report, the platforms contributed about two billion dollars to Nigeria’s Gross Domestic Product (GDP) while generating an estimated 640 million dollars in productivity gains through instant messaging services.
The report noted that 81 per cent of Nigerian businesses surveyed said Meta platforms had helped them expand their customer base beyond their local areas.
It added that the digital tools had reduced customer acquisition costs and enabled businesses in different parts of the country to access wider markets.
The report also highlighted the growing role of artificial intelligence (AI) in Nigeria’s economy, projecting that AI could contribute 22 billion dollars to the country’s GDP by 2035 under favourable conditions.
It stated that 87 per cent of online Nigerians surveyed believed AI products developed within Africa would play an important role in the continent’s economic growth.
Speaking on the findings, Meta’s Director of Public Policy for Sub-Saharan Africa, Balkissa Ide Siddo, described Nigeria as one of the world’s most entrepreneurial and digitally engaged markets.
According to her, Meta platforms are helping to remove traditional barriers to business growth and enabling entrepreneurs to access broader economic opportunities.
“From a tailor in Lagos reaching customers across the country through Instagram, to a small business owner in Kano taking orders on WhatsApp, to a creator in Abuja building a global audience on Facebook, Meta’s platforms are unlocking real economic opportunity,” she said.
Siddo noted that WhatsApp had become a major gateway for AI adoption in Nigeria and across Sub-Saharan Africa.
She added that 93 per cent of Meta AI prompts in the region were made through WhatsApp, indicating that many users were engaging with AI technologies through platforms they already use daily.
The report further stated that 93 per cent of online Nigerian adults surveyed said they felt more connected to wider communities through Meta’s applications.
Also speaking, Alison Neyle, Director at Public First, said the findings reflected the increasing role of digital platforms in supporting entrepreneurship and participation in Nigeria’s growing digital economy.
“Nigeria’s digital transformation is creating new opportunities for businesses, creators and consumers alike.
“With the right combination of infrastructure, platform access and open-source AI, the upside for Nigeria is significant,” Neyle said.
The report projected that Meta’s contribution to Nigeria’s economy could rise to two billion dollars annually as digital adoption deepens and internet access improves across the country.
