WhiteBIT launches U.S. exchange with Times Square campaign
WhiteBIT, the top European crypto exchange by traffic, officially entered the U.S. market by launching WhiteBIT US as an independent entity. The company set up New York headquarters and obtained initial operating licenses as part of its nationwide expansion.
The company obtained its initial operational licenses and is seeking approvals to operate in all 50 states. WhiteBIT presents the launch as a long-term commitment to the U.S., highlighting compliance and institutional-grade security as key differentiators.
“Our decision to launch in the U.S. is driven not by expansion alone, but by the country’s proactive approach to cryptocurrency and its strong policy of attracting technology companies,” said Volodymyr Nosov, Founder and CEO of WhiteBIT and President of W Group. “The U.S. is focused on growing the industry and strengthening its leadership in blockchain innovation.”
Times Square campaign signals market entry
WhiteBIT marked its U.S. debut with a Times Square ad campaign, using one of the world’s most visible locations to reinforce its entry into the American market. The campaign also aligns with the company’s 7-year milestone and its transition from a single exchange to W Group, a global fintech ecosystem.
Over seven years, WhiteBIT has grown into W Group – a network of eight companies covering exchange services, blockchain infrastructure, payments, digital banking, and analytics, serving more than 35 million users worldwide.
Running since November 28, the Times Square campaign features short videos highlighting common doubts about crypto and how WhiteBIT US aims to address them, reflecting the company’s focus on secure and accessible digital finance.
New York headquarters and U.S. leadership team
WhiteBIT US set up headquarters in New York, with plans for satellite offices nationwide. It built a U.S.-based executive team to manage operations, regulatory compliance, and expansion.
The organizational structure separates WhiteBIT US from the European parent company while maintaining access to WhiteBIT’s global infrastructure. This approach mirrors strategies used by other international exchanges navigating U.S. regulatory requirements.
Hiring plans and local talent acquisition
WhiteBIT has over 1,300 employees worldwide and plans more U.S. hires to support local operations, targeting talent in compliance, tech, and business development.
The hiring strategy focuses on building infrastructure for scalable products developed within the U.S. market, positioning the company for long-term growth rather than rapid user acquisition.
Market positioning and product strategy
WhiteBIT is entering the U.S. with its core infrastructure already in place, offering three services at launch for fully KYC-verified users: spot trading, instant exchange, and on/off-ramp options. The company plans to add fiat support, KYB onboarding, and institutional services such as custody and liquidity tools.
The U.S. rollout builds on WhiteBIT’s existing strengths: competitive fees, a compliance-driven model, and European-grade security. The exchange ranks in the global top three on CER.live and holds CCSS Level 3 certification – the first crypto exchange to achieve that standard. WhiteBIT reports no security breaches, maintains strict AML/KYC controls, and provides deep liquidity across markets.
The launch coincides with the company’s 7-year anniversary and its expansion into W Group, a fintech ecosystem of eight companies serving more than 35 million users worldwide.
WhiteBIT enters the U.S. after expanding across Europe, where it leads by platform traffic according to SimilarWeb. In the U.S., it will compete with established exchanges such as Coinbase, Kraken, and Gemini, along with global platforms already operating in the market.
WhiteBIT US functions as a standalone entity under local regulatory oversight, while still connected to the global WhiteBIT infrastructure.
The material on GNcrypto is intended solely for informational use and must not be regarded as financial advice. We make every effort to keep the content accurate and current, but we cannot warrant its precision, completeness, or reliability. GNcrypto does not take responsibility for any mistakes, omissions, or financial losses resulting from reliance on this information. Any actions you take based on this content are done at your own risk. Always conduct independent research and seek guidance from a qualified specialist. For further details, please review our Terms, Privacy Policy, and Disclaimers.
Articles by this author
