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Guilherme Horn, WhatsApp: How WhatsApp Runs Brazil’s Economy

EPISODE · Mar 11, 2025 · 1H 2M

Guilherme Horn, WhatsApp: How WhatsApp Runs Brazil’s Economy

from The J Curve with Olga Maslikhova · host Olga Maslikhova

Guilherme Horn is Head of WhatsApp for Strategic Markets — Brazil, India, and Indonesia — and previously founded Agora and Orama, two Brazilian fintech pioneers. In this episode, Guilherme breaks down how WhatsApp became the default commerce, banking, and business infrastructure in Brazil, what conversational AI means for retail and financial services, why Brazil is Meta’s most valuable market globally for commerce innovation, and what’s coming next for WhatsApp Business and AI agents.We cover why WhatsApp is replacing websites and apps and the rise of C-commerce, why Brazil leapfrogged the U.S. in digital adoption and the cultural and structural reasons behind WhatsApp’s dominance, AI in fintech and how automation will redefine credit, payments, and personal finance, how WhatsApp is becoming a financial services hub and the surprising ways banks are integrating into chat, and what founders must unlearn when they scale — why the skills that get you to $10M won’t get you to $100M.Subscribe to​ ⁠The J Curve Insider⁠ newsletter for deeper insights and follow Olga on⁠ LinkedIn⁠ or ⁠Instagram.

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Guilherme Horn, WhatsApp: How WhatsApp Runs Brazil’s Economy

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