[ctrlaltdestroy]

Sure it's end-to-end encrypted.. But Facebook doesn't have to get in the middle to look at your messages. Facebook is sitting at both ends, reading the messages after they are decrypted. It is already monetizing these messages and the ads are shown in Facebook instead of Whatsapp. Whether the opt-out functionality for this feature is honored properly by Facebook I'm not sure.

[brandonsometig]

It's not end-to-end if Facebook can read them after they are delivered.

Facebook only have access to the metadata.