Daily and Monthly Active Users
Daily Active Users (DAU) and Monthly Active Users (MAU) are engagement metrics measuring how many users interact with a product on a given day or month. The DAU/MAU ratio — sometimes called 'stickiness' — shows how often monthly users return daily.
WhatsApp has a DAU/MAU ratio above 70%, meaning most monthly users open the app every day. A ratio below 20% typically signals weak habitual engagement.