As far as I can tell, WhatsApp never said they would show ads in their app, and they never said they would sell ads.
On the contrary, they said that they would make it even harder for them to have any data to work with, as messages will be end-to-end encrypted, and so, undecipherable for them.
What they said would happen was telephone and metadata (ie, telephone contacts) cross-references with Facebook's data to improve Facebook's suggestions, which is a roundabout but logical non-automatic contact synchronization scheme.
Reading between the lines, what their blog post was meant to prepare the public for was the arrival of a bot API (as yet secret, and a pure speculation on my part). They want businesses both global and local to communicate with you:
> we want to explore ways for you to communicate with businesses that matter to you too, while still giving you an experience without third-party banner ads and spam
WhatsApp's PR department did a poor job, in my opinion, by talking about Facebook being able to offer better ads, since naturally everyone assumes it means transmitting your telephone number to advertisers, which they awkwardly mention they would not do:
> We won’t post or share your WhatsApp number with others, including on Facebook, and we still won't sell, share, or give your phone number to advertisers.
"New ways to use WhatsApp. We will explore ways for you and businesses to communicate with each other using WhatsApp, such as through order, transaction, and appointment information, delivery and shipping notifications, product and service updates,
>>and marketing.<<
For example, you may receive flight status information for upcoming travel, a receipt for something you purchased, or a notification when a delivery will be made.
>>Messages you may receive containing marketing could include an offer for something that might interest you.<<
We do not want you to have a spammy experience; as with all of your messages, you can manage these communications, and we will honor the choices you make."
I interpret the highlighted parts to mean they intend to show ads in the application in some format. It could be ad overlays, it could be adbots sending messages and it could be ad notifications.
There is a non-evil way to interpret this. A lot of small international business is conducted over WhatsApp - for instance, many key sellers in the vintage watch market offer WhatsApp as a communications method. But it requires more work than necessary to initiate the conversation. Allowing these sellers to accept incoming messages without having to use it like an individual would make it significantly easier to use (and might help displace email in many business transactions).
A business account for one-to-one communications with a business would be somewhat revolutionary. It's more private (and conversational) than Twitter, less bulky and in-the-way than email, etc.
I'm not sure in which dictionary unsolicited electronic messages sent for commercial purposes are not spam…
That formulation is pretty damning. There's the chance that marketing material will only be delivered to users that used a commercial bot, but that would still be unsolicited in my opinion.
What did we really expect? That they were going to support a 1 billion user app as a public good? The writing was on the wall when they dropped the 79 pence per year fee
I think that it's a good reminder that all the sentiment in the world is meaningless in the face of changing ownership and/or business realities. See also Instapaper + Pinterest.
Edit - Also a reminder to founders: If you want your vision for the company to survive, don't sell it!
Founders that sell are very much aware of this fact. If they're selling it's either because they have no choice, or because they don't believe in said vision. In the end, unless you have a strong contract that protects users with the threat of a fork, like being based on a distributed open protocol, or an open source license, it's all just bullshit and marketing, whereas aligning with your users interests is only temporary.
I also think there's an inherent lesson for users here, more than it is for founders: don't trust startups, most of them won't survive and won't have the decency to die either, preferring instead to sell your account and data to the highest bidder.
> If they're selling it's either because they have no choice, or because they don't believe in said vision.
Or just because the price is right. Some may believe that they can do something even greater with the money, and some simply realize that a lot of money is the more attractive option for them. The latter may even have faith that the purchaser will keep the vision alive (and most will be disappointed in that respect).
The way you framed the question, it seems so obvious that they "had to find a way to monetize". But there were probably some inflection points. This is where the issue of the customer trusting the website/app comes in. Initially, WhatsApp was charging a very small fee ($1 a year?) and making it appear as if they were doing it to avoid selling customer data.
The following post has already been linked many times during the related comment threads, but I am posting it again because I bet most people never actually read the whole thing.
When we sat down to start our own thing together three years ago we wanted to make something that wasn't just another ad clearinghouse. We wanted to spend our time building a service people wanted to use because it worked and saved them money and made their lives better in a small way. We knew that we could charge people directly if we could do all those things. We knew we could do what most people aim to do every day: avoid ads.
No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they'll see tomorrow. We know people go to sleep excited about who they chatted with that day (and disappointed about who they didn't). We want WhatsApp to be the product that keeps you awake... and that you reach for in the morning. No one jumps up from a nap and runs to see an advertisement.
Advertising isn't just the disruption of aesthetics, the insults to your intelligence and the interruption of your train of thought. At every company that sells ads, a significant portion of their engineering team spends their day tuning data mining, writing better code to collect all your personal data, upgrading the servers that hold all the data and making sure it's all being logged and collated and sliced and packaged and shipped out... And at the end of the day the result of it all is a slightly different advertising banner in your browser or on your mobile screen.
Remember, when advertising is involved you the user are the product.
At WhatsApp, our engineers spend all their time fixing bugs, adding new features and ironing out all the little intricacies in our task of bringing rich, affordable, reliable messaging to every phone in the world. That's our product and that's our passion. Your data isn't even in the picture. We are simply not interested in any of it.
When people ask us why we charge for WhatsApp, we say "Have you considered the alternative?"
-----------
Notice the last line. And ask yourself if you were one of those people who actually believed these words when the blog post was published.
This is why we really need to be outraged. It is surprisingly easy to say the kind of words that con people and then take advantage of them over the long run. And then we make it worse by acting like it is no big deal. Acting like it is no big deal actually emboldens such companies. Now clearly FB lacks this moral compass right at the top (and yes, all my comments make this pretty obvious), but I am starting to wonder if the companies are getting away because there are absolutely no negative sanctions. Soon, this will just become the norm and the accepted practice. If LittleStartupCo pulls a similar bait and switch tomorrow, they will say "Yeah, but WhatsApp did the same thing, and there was a small commotion and people just quickly moved on"
Don't move on. Actually create a ruckus and cause some backlash. If the only problem that the company faces is a few nerds making a small ruckus on a nerd forum, then they will keep doing these things.
Instead, next time you see your friend who works at Facebook/Google/Microsoft/... talk about ethics in any context, mock them for participating in the discussion when they clearly don't have the spine to display the same ethics in their professional work. Just automatically discount their views/doubt their motives in every context, and I bet you will see the message will slowly start moving up to the top of the org.
Even better, stop hiring alumni of these organizations unless they make an open statement that they were sorry for their involvement in organizations which had no regard for privacy. Does it sound drastic? Then how does it feel to have supported the rise of WhatsApp in their days when they badly needed the support, only to see the bait and switch and the oh so casual - "sorry, but we are not really sorry, just FO losers"?
As far as I can tell, WhatsApp never said they would show ads in their app, and they never said they would sell ads.
On the contrary, they said that they would make it even harder for them to have any data to work with, as messages will be end-to-end encrypted, and so, undecipherable for them.
What they said would happen was telephone and metadata (ie, telephone contacts) cross-references with Facebook's data to improve Facebook's suggestions, which is a roundabout but logical non-automatic contact synchronization scheme.
Reading between the lines, what their blog post was meant to prepare the public for was the arrival of a bot API (as yet secret, and a pure speculation on my part). They want businesses both global and local to communicate with you:
> we want to explore ways for you to communicate with businesses that matter to you too, while still giving you an experience without third-party banner ads and spam
WhatsApp's PR department did a poor job, in my opinion, by talking about Facebook being able to offer better ads, since naturally everyone assumes it means transmitting your telephone number to advertisers, which they awkwardly mention they would not do:
> We won’t post or share your WhatsApp number with others, including on Facebook, and we still won't sell, share, or give your phone number to advertisers.