Facebook Takes First Major Steps Toward Messaging Integration Across Facebook, Instagram, and WhatApp

Mark Zuckerberg says he wants to completely merge Facebook, Instagram, and WhatsApp messaging by 2020. Now we’re getting the first real peek at what that will look like.

Back in January, the New York Times reported that the social media giant would be integrating its three messaging services — Facebook Messenger, Instagram Direct Messaging, and WhatsApp messaging.

Developers have been working to completely overhaul the underlying structure of the apps in order to unify the infrastructure and make them compatible. According to the report, the move has been met with internal criticism from Instagram and WhatsApp employees. While Facebook has long preached their dedication to keeping the apps independent, Mark Zuckerberg continues to clash with leaders from the other messaging services.

While Facebook has long preached their dedication to keeping the apps independent, Mark Zuckerberg continues to clash with leaders from the other messaging services. #MichaelsWilder #Facebook Click To Tweet

Just last week a spokesperson announced that the platforms would be undergoing an official name change from “Instagram” and “WhatsApp” to “Instagram from Facebook” and “WhatsApp from Facebook.” The move comes as part of a larger plan to place all three apps under stricter operational control.

In additional to changing the external branding, the company has also made modifications to reporting structures, requiring the leaders of the four apps (Facebook, Messenger, Instagram, and WhatsApp) to report to Zuckerberg. Starting soon, employees email addresses will also be changed to reflect Facebook’s influence. All employee email addresses will be changed from @instagram.com or @whatsapp.com to @facebook.com.

It’s clear, however, that not everyone’s on board with the new changes.

Prior to being acquired by Facebook, both Instagram and WhatsApp were independent companies. Instagram was acquired in 2012, and WhatsApp followed in 2014. Instagram’s founders stepped down late last year, reportedly irritated with Facebook’s influence over the direction of the platform.

WhatsApp’s co-founders, Brian Acton and Jan Koum, who left the company in 2017 and 2018 respectively, have also heavily criticized Facebook in the wake of the Cambridge Analytica scandal. Acton even went so far as to tweet #deleteFacebook when details came to light. He later told Forbes, “I sold my users’ privacy to a larger benefit. I made a choice and a compromise. And I live with that every day.” (That sure sounds like seller’s remorse to me.)

Although the integration will not be completed until 2020, we’re already seeing Facebook take significant steps toward merging its app and a growing push-back from the public and from internal Facebook employees.

Implications of Integrated Messaging Services

Okay, so, why does any of this matter? What’s the big deal? Well, this move could have some pretty big implications (both good and bad) for the messaging apps and their users:

Pros

There’s a reason why Zuckerberg is pushing hard for these changes to the messaging services. In defense of his position, he’s offered some explanation as to why this is the right move for the Facebook company:

1. Convenience

The main appeal of these changes from a user perspective is that people will no longer need to coordinate across multiple platforms to reach all their contacts. Theoretically, they’ll be able to message a friend from WhatsApp, even if that friend has only a Facebook profile. For those users who are tired of switching between services to reach all their contacts, the change could be welcome news.

2. Stronger Encryption for Facebook and Instagram Users

WhatsApp currently offers end-to-end encryption through their messaging service, a feature that both Facebook and Instagram lack. To make the apps compatible for cross-platform communication, however, they’ll all need some changes to their basic structure, including message encryption. By adapting to allow end-to-end encryption, Instagram and Facebook messages will be better secured from hackers once these changes go into effect.

3. Zuckerberg Gets Richer

So, it’s pretty safe to assume that this is the main reason behind Zuckerberg’s interest in merging WhatsApp, Instagram, and Facebook messaging. By weaving the three services together, Zuckerberg will be able to unify the apps’ users. Right now, although both Instagram and WhatsApp have large numbers of users (Instagram boasts 1 billion users, and WhatsApp has 1.5 billion), neither app generates a lot of revenue.

However, engaging these audiences could allow Zuckerberg to expand advertising or other paid services. Although there aren’t any concrete plans in place for profiting from this integration, we can assume that they aren’t far off.

Cons

Now for the bad news. There will be a few losers in this game, with WhatsApp employees and their users speaking out against the proposed changes. However, they aren’t the only ones who have cause to be concerned:

1. Potential Loss of Anonymity and Privacy

One key advantage of using WhatsApp over other services is its privacy features. Unlike Facebook or Instagram, which require you to create an account to use their messaging services, WhatsApp just asks for your phone number.

This raises questions over how Facebook is planning to share data between its messaging services. Will users be asked to link their Facebook and Instagram accounts to WhatsApp? With people becoming more and more weary over Facebook’s apparent breach of personal privacy, these changes might create even greater mistrust.

2. Encroachment on Independence of WhatsApp and Instagram

Zuckerberg met with WhatsApp employees in early December to discuss the changes, but, according to the Times report, employees were largely unsatisfied with the answers Zuckerberg offered to their questions, calling them, “vague and meandering.” Many employees are still left wondering why exactly these changes are even necessary.

Early signs show that many employees will soon be leaving the company. This will likely lead to an overall brain-drain as experienced employees move on and new employees must be recruited and trained. So, I guess this is good news any job seekers out there interested in working for WhatsApp, but it’s bad news for everyone else.

3. Potential Violation of Anti-Trust Laws

Lawmakers in the European Union have scolded Zuckerberg in the past for Facebook’s apparent monopoly over messaging apps. At the time, Zuckerberg defended himself by saying that the average user has 8 social apps on their phone. Of those 8, Facebook controls only 3 (in addition to WhatsApp). He added that each of those apps operated independently.

Once these changes take effect, that will no longer be the case.

Anti-trust laws ensure that consumers have a choice over which product they choose and make it so that competing companies are able to enter the market. Basically, that’s bad news for smaller tech companies and consumers alike. (No competition=sub-par products.)

4. Growing Concerns that Platforms May be Used for Illicit Activity or to Spread Misinformation

While privacy advocates are in favor of stronger encryption, it’s likely that we’ll see push-back from Facebook critics who already fear that the platform makes it too easy to spread propaganda and facilitate illicit activities.

Ahead of last year’s Brazilian elections, false information ran rampant on WhatsApp, raising concerns over election tampering. Due to WhatsApp’s strong encryption technology, researchers struggled to identify the source and pattern of the disinformation campaigns. As a result, WhatsApp has recently limited the number of times a message can be forwarded in the effort to stem the spread of misinformation.

With the adoption of end-to-end encryption and connection of users across platforms, it’ll be even easier for trolls and foreign operatives to spread misinformation.

I guess 2020 will likely be another chaotic year for politics.

Group of friends distracted with social networks on their phones

The Future of Facebook (And Instagram and WhatsApp)

Mark Zuckerberg lost 15 billion dollars in 2018, reducing his total net worth by around 1/4. (Don’t worry, though, he’s still filthy rich.) Could this be his way of trying to recover some of his lost fortune? Will it backfire? Although previously vowing to keep Instagram and WhatsApp independent, it’s clear that Zuckerberg is now turning his sights to the successful apps as other potential goldmines waiting to be dug.

Only time will tell what comes of this latest push from the Facebook billionaire, but, as with everything involving Facebook these days, the results are sure to be controversial.

What do you think? Will these changes stop you from using Instagram or WhatsApp? What else do you think Facebook has in store for the apps? Comment below!

Mike Speer Administrator
Chief Marketing Officer Michaels WIlder

Opinions are my own and not the views of my employer.

Chief Marketing Officer at Michaels Wilder and an entrepreneur since before the average person knew what that even meant, Mike has helped countless businesses build effective sales and marketing strategies. His philosophy is, “If you’re not thinking 10 years ahead, you’re already behind.” Mike’s content has appeared in Forbes Magazine, Inc. and Apple News. He has also been featured numerous times as a “Top 10 Writer” worldwide on the Q&A content site, Quora.

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Mike Speer Administrator
Chief Marketing Officer Michaels WIlder

Opinions are my own and not the views of my employer.

Chief Marketing Officer at Michaels Wilder and an entrepreneur since before the average person knew what that even meant, Mike has helped countless businesses build effective sales and marketing strategies. His philosophy is, “If you’re not thinking 10 years ahead, you’re already behind.” Mike’s content has appeared in Forbes Magazine, Inc. and Apple News. He has also been featured numerous times as a “Top 10 Writer” worldwide on the Q&A content site, Quora.

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