Government organisation
Met Office
Using WhatsApp to deliver timely weather updates and keep people safe
Met Office is the UK's national meteorological service, providing trusted weather and climate information to government, businesses and the public. Founded in 1854, it delivers around 200 million forecast requests daily, helping people make informed decisions and stay safe. Met Office sought to further that mission by adopting a better way to communicate with its audience.
Challenge
With the media landscape fragmenting and severe weather events increasing due to climate change, Met Office wanted to improve how it delivers timely, trusted weather updates directly to citizens. Traditional channels such as TV, radio and dedicated mobile apps have limitations in reach, especially among vulnerable groups and those hesitant to download new apps. The challenge was to find a direct, accessible and scalable communication channel. Met Office needed a solution that could cut through the digital noise, reach users on technologies that they already use daily and provide real-time alerts. In addition, whatever technology was selected could not require additional setup or ongoing user effort – particularly during rapidly evolving or life-threatening weather situations.
Solution
Met Office launched the UK's first official weather WhatsApp channel in 2023. Appearing in the Updates tab and separate from personal chats and calls, WhatsApp channels allow users to follow people and organisations, receiving one-way updates that can include text, links, photos and videos. Its widespread use and trusted technology allow Met Office to deliver location-based forecasts and severe weather warnings directly to users' feeds. The channel is verified, easy to join and designed for clear, concise and shareable content including visuals and forecast charts. Additionally, WhatsApp's real-time delivery ensures that people receive important updates. Met Office engagement with the Meta government and non-profit team in the UK focused on sharing best practices and practical tips for increasing the impact of their safety communications.
Results
The Met Office WhatsApp channel has become one of the fastest-growing delivery methods during severe weather events. Followers reported sharing warnings with vulnerable friends and family, extending Met Office's reach. For citizens, the WhatsApp channel has meant faster access to accurate forecasts, especially important during severe weather events likely to affect large parts of the UK.
>56K
Number of followers who joined in the first two months (almost triple the followers on Bluesky over a similar period)
15K
Increase in followers during 2024's Storm Darragh
2X
Difference in engagement of a shared safety-related post compared to subsequent posts on the UK government account
"Our new WhatsApp channel has already proved to be an invaluable way of keeping people informed. During periods of severe weather, timely and trusted updates can make all the difference, and WhatsApp allows us to share those messages instantly and widely. It's helping us reach new audiences in real time, ensuring that more people have the information that they need to stay safe and thrive."
Ross Middleham, Creative Lead, Met Office
Learnings
- Leverage familiar technologies: By meeting audiences on technologies they already use daily – such as WhatsApp – Met Office removed friction, delivered information quickly and increased reach, enabling the organisation to build an engaged following.
- Use verified channels: Launching as a verified profile, along with a blue verified badge, helped to reinforce Met Office's authority and credibility, encouraging followers to engage and share content confidently. Submit WhatsApp channel verification requests here.
- Prioritise clarity and visual content: Clear, concise messaging paired with visuals such as forecast charts increased comprehension and made it easier for people to share urgent updates with others, amplifying the message organically.
- Tap new channels to boost collaboration: Strategic partnerships such as Met Office's collaboration with the UK government account can increase visibility and follower growth.
- Track and act on engagement metrics: Follower growth, sharing behaviour and post engagement revealed what worked, allowing Met Office to optimise content and timing for even greater impact during future weather events.
