No ads, no games, no gimmicks! That is the initial motto of WhatsApp when it was created in 2009. In 2014, Facebook bought the platform after seeing its potential for messenger marketing. Indeed, it was now used by 2 billion people worldwide. Recently, Facebook has been tightening the safety and security of its family of apps. It enabled end-to-end encryption on Messenger video and voice calls. Instagram Direct is also now supported by Messenger API. Today, WhatsApp enables end-to-end encryption.
End-to-end encryption is another layer of security to keep WhatsApp messaging private. It will soon be extended to the WhatsApp users’ data history. By enabling end-to-end encrypted (E2EE) backups, a user can now save data via cloud-based services like Google Drive or iCloud. WhatsApp does not have access to these folders even if information comes from the app.
WhatsApp enables end-to-end encryption on 10 September 2021.
Implications for Marketers:
WhatsApp’s end-to-end encryption is another assurance to data privacy among users. For marketers, the ability to save data via Google Drive or iCloud makes it easier to keep track of ads and campaigns. As such, they can also repurpose them to other marketing or messaging channels.