Months after WhatsApp threatened to kick users who didn’t accept its new terms and policy initiating a worldwide backlash which led to mass migration to other apps, the Facebook-owned app is now launching its first global marketing campaign to counter the public backlash.
The messaging platform says the campaign is designed to reiterate its “commitment to privacy” WhatsApp boss Will Cathcart, said that the incident had in part led to the creation of a marketing campaign around the platform.
“The first step of keeping people safe is, you have to have strong security, and we think governments shouldn’t be out there trying to encourage tech companies to offer weak security,” Will told journalists on governments shunning WhatsApp. “Authorities should demand more security rather than less.”
Will says this is a chance for the company to make its case for using encryption. “The idea is we’re going to communicate to people the benefits of privacy and encryption directly,” he said.
WhatsApp uses end-to-end encryption, which means messages can only be read on the device which sends one and the device which receives it. WhatsApp itself – and by default its parent company Facebook – cannot view or intercept them, and neither can law enforcement.
WhatsApp’s director of brand and consumer marketing Eshan Ponnadurai, says the brand “saw first hand” how users value privacy and he believes now is the right time to inform them just how it protects their data.