Meta’s apps (Facebook, Instagram, WhatsApp and Messenger) were used by 3.58 billion people every day on average in December 2025, up 7%, according to its 10-K. The company earned $201.0 billion of revenue and $60.5 billion of net income in 2025. Facebook-only user counts are no longer reported; the last, for December 2023, were 2.11 billion daily and 3.07 billion monthly users.
How we source: the figures in the boxes and charts on this page come from Meta’s own annual filing, with the period stated next to each number. Data checked 17 October 2026. The original article below may quote earlier periods. Our methodology.
Key figures · fiscal 2025 (year to 31 December 2025)
Meta total revenue, FY2025$201.0B+22.2% vs prior year
Family daily active people (all Meta apps)3.58 billion (up 7%)December 2025 average
Facebook’sbusiness model is based on hooking users on its feed, which is a highly personalized page with an infinite scroll, where users find whatever kind of entertainment or connection they are looking for. Companies can segment their markets, thus targeting potential customers for their products and services.
ARPU, or average revenue per user, is a crucial metric for attention merchants like Facebook. It assesses the ability of the platform to monetize its users. For instance, by the end of 2023, Meta’s ARPU worldwide was $13.12. In the US & Canada, it was $68.44; in Europe, it was $23.14; in Asia-Pacific, $5.52; and in the rest of the world, it was $4.50.
The average revenue per user is a key metric that Facebook continuously monitors on all its products.
This, coupled with the monthly active users on the platforms, help assess the level of engagement coupled with the ability of the company to monetize that engagement through its advertising machine.
However, Facebook has the so-called power users (those who engage more like super-fans or produce higher-quality content like influencers) that drive the business.
In 2020, Facebook renamed its ARPU into ARPP (the user is finally called person to make it more human).
Mobile advertising turned into a cash cow
Facebook generated most of its revenue from advertising in 2023. Indeed, the company generated $131.95B from advertising, $1.89B billion from its reality labs segment, and over a billion in other revenue.
Facebook started transitioning to mobile-first a few years back, which paid off. Today mobile advertising is Facebook‘s cash cow.
Most of its revenues come from there. What else? A specific product has turned out to be the most successful so far.
Instagram is the core product
The successful transition to mobile-first for Facebook, as a company, was also successful thanks to a product that Facebook owns (Instagram) that is a native mobile players (Instagram was born as an App).
Therefore, most of the advertising revenues sold on the Facebook platform (comprising all its products) go through Instagram.
North America is still the most important market
ARPU, or average revenue per user, is a crucial metric for attention merchants like Facebook. It assesses the ability of the platform to monetize its users. For instance, by the end of 2023, Meta’s ARPU worldwide was $13.12. In the US & Canada, it was $68.44; in Europe, it was $23.14; in Asia-Pacific, $5.52; and in the rest of the world, it was $4.50.
The most profitable advertising market for Facebook in North America.
While Facebook expanded globally and Europe also represents a good chunk of its revenues, the average revenue per user in the US and Canada is much higher than in other countries.
Of course, in the future, countries in the Asia and Pacific Area might also turn out to be extremely profitable in the next few years.
Key Takeaways The average revenue per user is a key metric that Facebook continuously monitors on all its products . Facebook started transitioning to mobile-first a few years back, which paid off. The successful transition to mobile-first for Facebook , as a company, was also successful thanks to a product that Facebook owns (Instagram) that is… The most profitable advertising market for Facebook in North America. Related Visual Stories
What is The Facebook Statistics To Understand Its Business Model?
Facebook's business model is based on hooking users on its feed, which is a highly personalized page with an infinite scroll, where users find whatever kind of entertainment or connection they are looking for. Companies can segment their markets , thus targeting potential customers for their products and services.
What is From ARPU to ARPP?
The average revenue per user is a key metric that Facebook continuously monitors on all its products .
What is Mobile advertising turned into a cash cow?
Facebook started transitioning to mobile-first a few years back, which paid off. Today mobile advertising is Facebook 's cash cow.
What is Instagram is the core product?
The successful transition to mobile-first for Facebook , as a company, was also successful thanks to a product that Facebook owns (Instagram) that is a native mobile players (Instagram was born as an App).
What is North America is still the most important market?
The most profitable advertising market for Facebook in North America.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
