WhatsApp, established in 2009, is a leading messaging platform with about 3 billion global users. Its end-to-end encryption enhances user privacy, attracting a loyal customer base. However, as WhatsApp prepares to launch an ad service in the UK, experts warn that this may jeopardize its reputation for privacy. Parcelhero highlights the tension between user expectation of a non-commercial space and the company's need to monetize following its acquisition by Meta Platforms. While ads won’t appear within personal chats, users must navigate a new privacy landscape.
WhatsApp's biggest strength could also prove to be its biggest weakness when it comes to advertising. The messaging service has a loyal user base precisely because it is seen as extremely private, secure and non-commercial.
Meta says it has designed the new advertising features with 'privacy as the core principle'. Instead of utilising information from users' messages, WhatsApp will use user activity in the app.
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