Meta says its digital platforms contribute an estimated $820 million annually to Nigeria’s economy while helping millions of businesses expand their customer reach nationwide.
The company disclosed this in a report titled ‘Nigeria’s Digital Economy’, released on Thursday and conducted by independent research firm Public First.
The report examined the economic impact of Meta platforms across entrepreneurship, productivity, artificial intelligence, and digital participation.
It stated that Facebook, Instagram, WhatsApp, Messenger, Threads, and Meta AI have become vital digital infrastructure supporting businesses and economic participation across Nigeria.
According to the report, about 14 million Nigerian small and medium enterprises used Meta applications in 2025 to establish, operate, and expand their businesses.
The report stated that activities generated through Meta platforms contributed approximately $2 billion to Nigeria’s Gross Domestic Product.
It added that instant messaging services provided through Meta platforms generated an estimated $640 million in productivity gains across the economy.
According to the report, 81 per cent of surveyed businesses said Meta platforms helped them reach customers beyond their immediate geographical locations and physical markets.
It noted that businesses in Kano, Lagos, and Abuja used Meta’s digital tools to access advertising, communication, and commercial opportunities more competitively.
The report stated that almost all surveyed businesses acknowledged improvements in customer engagement, communication efficiency, and daily commercial operations through Meta applications.
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 to Nigeria’s economy by 2035 through investments and improved digital infrastructure.
It added that 87 per cent of online Nigerians believe Africa-developed artificial intelligence products would drive economic growth, innovation, and local problem-solving.
Commenting on the report, Balkissa Ide Siddo, Director of Public Policy for Sub-Saharan Africa at Meta, described Nigeria as an entrepreneurial and digitally engaged nation.
Siddo said the research demonstrated the opportunities created when entrepreneurs gain access to reliable digital tools capable of expanding 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 noted that the findings showed Meta’s platforms were strengthening entrepreneurship, improving business participation, and expanding economic inclusion across the country.
She added that digital platforms are helping businesses overcome limitations associated with location, scale, and access to broader markets.
According to Neyle, stronger infrastructure, wider internet penetration, and improved access to open-source artificial intelligence tools could accelerate Nigeria’s long-term digital growth.
