It was stated that by coordinating more with Facebook, then it will be easy to do such things like tracking basic metrics about how often people use the over-the-internet services and also be able to easily fight spam on WhatsApp.
On the new terms and conditions, it is stated that the information will be shared with Facebook so as to improve the users Facebook ads and products experiences and these includes the users phone number that is used to verify the account and the last time when they used the service.
With the use of the app, globally ranked as the most used ahead of Facebook, other information collected include a user’s profile photo, status messages, and contact details. WhatsApp collects usage and log information, device and connection information, and cookies which are used to enhance user experience on WhatsApp Web and its desktop variant.
Under the WhatsApp terms, chats are deleted from the service’s servers once delivered, with undelivered ones being stored for a maximum 30 days. Only viral content being shared in high frequency stay on the firm’s servers longer.
The change in policy is, however, in line with Facebook’s advertising business model. This has seen Facebook’s stock value continue to increase, aided by strong earnings and success in its mobile advertising business, which grew by 22 per cent this year. Facebook acquired WhatsApp in 2014 at Sh2 trillion in cash and stock.