<![CDATA[WhatsApp Business has emerged as a prominent digital platform utilised by a significant proportion of micro, small, and medium-sized enterprises (MSMEs) in Indonesia. The elevated level of utilisation exhibited by this feature has yet to be fully complemented by its optimal exploitation. The objective of this study is to examine the utilisation of WhatsApp Business among UMKM, to identify the outcomes achieved, and to determine the obstacles encountered during the adoption process. The methodology employed in this study involved a narrative literature review of 16 articles published between 2021 and 2025. These articles were obtained from the Google Scholar database using the keywords "WhatsApp Business UMKM", "digital marketing UMKM", and "transformasi digital UMKM". The findings of the study are summarised in three key points. Firstly, it should be noted that the WhatsApp Business application, utilised by UMKM, is currently in its infancy and offers only a limited range of features, including manual messaging and a basic catalogue. Secondly, despite the platform not yet being fully utilised to its maximum potential, it has had a positive impact on the field of marketing, particularly in relation to UMKMs that have received marketing assistance. Thirdly, the issues encountered pertain to the limited digital literacy, inadequate internet access, and the absence of post-training support. This research indicates that the success of WhatsApp Business is contingent not only on the availability of infrastructure, but also on the readiness of human resources, the infrastructure itself, and the role of government in facilitating the digitalisation of SMEs. WhatsApp Business menjadi salah satu platform digital yang banyak digunakan oleh pelaku usaha mikro, kecil, dan menengah (UMKM) di Indonesia. Tingginya tingkat penggunaan tersebut belum sepenuhnya diikuti dengan pemanfaatan fitur yang optimal. Penelitian ini bertujuan untuk mengkaji pola penggunaan WhatsApp Business pada UMKM, mengidentifikasi dampak yang dihasilkan, serta mengetahui kendala yang dihadapi dalam proses adopsinya. Metode yang digunakan adalah kajian literatur naratif terhadap 16 artikel yang dipublikasikan pada periode 2021–2025, yang diperoleh melalui database Google Scholar dengan kata kunci “WhatsApp Business UMKM”, “digital marketing UMKM”, dan “transformasi digital UMKM”. Hasil kajian menunjukkan tiga temuan utama. Pertama, penggunaan WhatsApp Business oleh UMKM masih terbatas pada fitur dasar, seperti pesan manual dan katalog sederhana. Kedua, meskipun pemanfaatannya belum maksimal, platform ini memberikan dampak positif terhadap komunikasi dengan pelanggan, efektivitas pemasaran, dan peningkatan penjualan, terutama pada UMKM yang mendapatkan pendampingan. Ketiga, kendala yang dihadapi meliputi rendahnya literasi digital, keterbatasan akses internet, serta kurangnya pendampingan setelah pelatihan. Penelitian ini menunjukkan bahwa keberhasilan penggunaan WhatsApp Business tidak hanya ditentukan oleh ketersediaan teknologi, tetapi juga dipengaruhi oleh kesiapan sumber daya manusia, dukungan infrastruktur, dan peran kebijakan pemerintah dalam mendorong digitalisasi UMKM.]]>
