The story appears on

Page A9

August 26, 2016

GET this page in PDF

Free for subscribers

View shopping cart

Related News

Home » Business » IT

Facebook to use WhatsApp data for targeted ads

GLOBAL messaging service WhatsApp says it will start sharing the phone numbers of its users with Facebook, its parent company. That means WhatsApp users could soon start seeing more targeted ads on Facebook — although not on the messaging service itself.

The move is a subtle but significant shift for WhatsApp, which has long promised to safeguard the privacy of more than 1 billion users around the world. WhatsApp is giving users a limited time to opt out of sharing their information with Facebook, although they must take the extra step of unchecking a box to do so. It also says Facebook won’t post phone numbers online or give them out to anyone.

But the giant social network has been looking for ways to make money from WhatsApp since it bought the service two years ago, in an eye-popping deal ultimately worth US$21.8 billion. At the same time, Facebook has pledged not to interfere with a longstanding promise by WhatsApp’s co-founders to respect users’ privacy and keep ads off its messaging platform.

WhatsApp yesterday offered a glimpse of its plans for turning on the money spigot, releasing new documents that describe the company’s privacy policy and the terms of service that users must agree to follow. The documents are the first revision of those policies since 2012, before Facebook acquired WhatsApp.

One change follows through on previous hints by WhatsApp executives, who have said they’re eying ways for businesses to talk with customers on WhatsApp. That could include using WhatsApp to provide receipts, confirm a reservation or update the status of a delivery.

Companies could also send marketing offers or messages about sales to individual customers, according to the new documents, which note that users will be able to control or block such messages. WhatsApp says it will continue to bar traditional display ads from its service.

“We do not want you to have a spammy experience,” the company tells users in a summary of the new policies.

Another change is potentially more controversial: WhatsApp says it will begin “coordinating” accounts with Facebook by sharing WhatsApp users’ mobile phone numbers and device information, such as the type of operating system and other smartphone characteristics. The company says Facebook will employ the phone number internally to better identify WhatsApp users on Facebook, so it can recommend friends or show targeted advertising.

The ads would come through a Facebook program called “Custom Audiences,” which lets a business upload lists of customers and phone numbers or other contact information the business has collected from warranty cards or other sources. Facebook matches the list to users with the same information and shows them ads. Facebook says it doesn’t give out users’ information to advertisers.

WhatsApp phone numbers are valuable to Facebook. While the social network already has many phone numbers, it doesn’t require users to provide them, and doesn’t always have the most current number for everyone on Facebook. But anyone on WhatsApp must provide a current phone number because that’s how WhatsApp knows where to deliver messages.

The coordination of accounts may draw fire from privacy advocates. WhatsApp has long promised not to employ user data for advertising.

IT



 

Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.

沪公网安备 31010602000204号

Email this to your friend