It’s been revealed that a privacy policy change to WhatsApp could soon enable businesses able to harness the power of the communication tool to serve customers with targeted adverts and messages. This comes as WhatsApp revealed it would begin sharing more user data with its owner, Facebook. This will include people’s phone numbers and means that not only will Facebook be able to make increasingly accurate friend suggestions, but more relevant advertisements too.
Facebook bought WhatsApp in 2014 and this is the first policy change to occur. In a statement about the changing policy, WhatsApp revealed that by sharing user phone numbers, the companies could tackle abuse and spam more effectively. It also means that users can be served “better friend suggestions and more relevant ads.” With access to people’s phone numbers, Facebook will be able to analyse those who have exchanged numbers, but are not yet connected on the social platform.
In an attempt to alleviate some people’s fears over privacy concerns, WhatsApp wrote a blog post saying: “Your encrypted messages stay private and no-one else can read them. Not WhatsApp, not Facebook, nor anyone else.” However, there are some analysts suggesting that the privacy change – despite an option to opt-out – will upset many. Ovum principal analyst, Pamela Clark-Dickson, said, “When WhatsApp was acquired by Facebook it was able to reassure users that it would remain independent. Now it’s giving Facebook phone numbers – some might say that’s a betrayal of trust. In a small way, it has gone back on what it said it wouldn’t do.”
The new policy change is also paving the way for new content marketing strategies, with companies potentially being able to send messages to WhatsApp user. For example, common SMS communications like bank balance updates or airline flight alerts could soon be sent via WhatsApp instead. But WhatsApp also confirmed that in addition to delivery notifications and appointment information, “marketing” messages would be allowed. “Messages you may received containing marketing could include an offer for something that might interest you,” WhatsApp said.
Speaking of the possible marketing opportunity, Ms Clark-Dickson said that some users might not mind “if they can opt in and the messages are useful.” She added: “It will help them (WhatsApp) generate revenue if they charge businesses a fee to send messages. But WhatsApp needs to be careful, a lot of people use because they don’t get advertising here.”
Meanwhile, WhatsApp expressed care for consumers, admitting they would be testing messaging options over the coming months. In addition, every effort is to be taken to avoid a “spammy experience” so people are not inundated with multiple adverts.
It is not the first time that communication applications have allowed marketing and advertising. China’s WeChat already provides a business-to-customer communication option, with largely great success. However, it is likely that WhatsApp will take a different approach, moving away from WeChat’s content-heavy offerings and allowing Facebook Messenger to deal with the brunt of third party offerings like taxi bookings and making payments. It could, however, open an entirely new opportunity for many companies undertaking content marketing strategies.
