Sticker.ly's Affiliate Network Strategy: How a WhatsApp Sticker App Reached 2.8M Downloads

In the crowded mobile app market, Sticker.ly found remarkable success through a very interesting TikTok strategy. This WhatsApp sticker marketplace is generating $110K+ in monthly recurring revenue and 2.8M monthly downloads across iOS and Android by leveraging a HUGE network of accounts and a unique affiliate approach.

The App

Sticker.ly is essentially a marketplace of custom WhatsApp stickers. The app allows users to:

• Explore billions of animated stickers

• Create their own stickers from videos using AI

• Follow creators to get new sticker packs

• Easily export any stickers to WhatsApp and Telegram

The app found its strongest foothold in regions where WhatsApp dominates messaging, particularly Latin America, with Brazil and Mexico being top markets, alongside India and the US.

So let's look into their strategy

Multi-Account Distribution Machine

What makes Sticker.ly's strategy worth noting is the sheer scale of their account network. They have:

• Several 'official' regional accounts: @stickerly_latam, @stickerly_indonesia

• Dozens (potentially hundreds) of affiliate accounts across multiple languages

• 500M+ collective views across their account network

Essentially, Sticker.ly built a massive distributed content system that spans languages and regions, creating natural connection points with their varied audience.

Content Format That Converts

The vast majority of their TikTok content follows a consistent, highly replicable format:

Attention-grabbing hook

1. App name drop with logo visibility

2. Free discount code

3. Visual showcase of stickers/GIFs

4. Clear CTA

And this format works, because it:

• Delivers immediate value (free stickers)

• Creates urgency (limited-time codes)

• Shows the product in action

• Provides a logical next step for viewers

They do occasionally mix in meme-based content that incorporates their stickers, but consistently return to their proven format.

The Affiliate Distribution Engine

The most powerful part of Sticker.ly's approach is their affiliate network strategy. Each video typically features a unique code that unlocks specific sticker packs, creating a system where:

• Existing users are incentivized to share videos to access new content

• New users are drawn in by the promise of exclusive stickers

• Content creators can easily gain engagements by sharing codes

• The brand creates a self-perpetuating content ecosystem

This strategy has been running successfully since 2020, and many of their affiliate accounts still posting to this day.

Growth Opportunities

Despite their success, Sticker.ly still has significant untapped potential:

• Expanding more aggressively into the Middle East and additional Asian markets where WhatsApp usage is high

• Formalizing their affiliate program to attract more content creators

• Creating even more region-specific sticker content to further localize their offering

Key Takeaways

1. Distribution > Product: In a competitive market, Sticker.ly's simple app wins, simply through superior distribution.

2. Consistency at scale: Rather than chasing trends, they've doubled down on a proven content structure.

3. Value-first: By offering immediate value (free stickers) in every video, they drive both engagement and conversions.

4. Self-sustaining content system: Their affiliate network creates a content engine that runs largely without direct management.

Sticker.ly demonstrates that even a relatively simple app concept can achieve significant scale when paired with a systematic, replicable distribution strategy that aligns perfectly with user incentives.