Don't use charcoal toothpaste every day - that's where people run into trouble. The abrasiveness works to scrub away surface stains, yeah, but daily use can gradually wear down enamel, and once that's gone you're stuck with it. I tried some stuff my wife bought a few years back and used it regularly for a couple months; my dentist pointed out my enamel was getting thinner in spots and told me to knock it off. If you want to use it at all, maybe once or twice a week max, and stick with regular toothpaste the rest of the time.
The whitening effect is real but mild - it's basically just mechanical abrasion removing the gunk that builds up on the surface. You'll get better, safer results from actual whitening treatments or just being consistent with normal toothpaste and flossing. Save the charcoal stuff for an occasional thing if you want, but don't let anyone convince you it's some miracle product.